Is This Tribe Local or Global?

The role of attitudes and behavior in building passionate consumer relationships with brands in Asia

Rimmelle Freedman
Millward Brown Asia Pacific, Australia

LiLian Yap
Millward Brown Firefly

Gordon Pincott
Millward Brown ME

David Chantrey
Millward Brown ME, China

THE TRIBAL CONSUMER

At previous platforms Millward Brown have talked about the four key drivers of brand success – crucially we said that the brands which are clearest about the values they stand for are the brands which tend to be most successful in the market place – and about the mix of communication channels to target consumers. (See Figure 1.)