People connect through culture
A tribe is held together by shared meanings and social connections. Its members need not look alike or agree on everything. Artefacts, spaces, influencers, stories, language and experiences help reveal how belonging is expressed.
The map and the 7Cs
The Tribal Map was published on Tribaling in 2013. The 7Cs of Tribal Influence describe social functions within a community, rather than fixed personality types. A person can contribute in different ways in different settings.
- Chieftain
- Embodies shared values and gives a community a point of reference.
- Cook
- Creates material that others use, discuss and share.
- Collector
- Selects and interprets existing material for the community.
- Ceremonial master
- Brings people together through gatherings and shared occasions.
- Community member
- Sustains everyday participation and connection.
- Crone
- Guides newcomers and passes on cultural knowledge.
- Chum
- Connects through shared history or values, including across communities.
The framework is referenced in Chris Fill, Marketing Communications, 6th edition, Pearson, 2013. The original articles remain available in the archive.
From sources to synthetic tribes
A synthetic tribe is a model of a community, built from documented observations. Sources are reviewed for relevance and independence. Observations are linked to cultural dimensions and distinct perspectives, so differences remain visible.
Validation and limits
Validation checks how well a profile is grounded in its sources and how it behaves in defined tests. A synthetic response is a simulation, not a statement by a real person or a prediction of what everyone in a community will do. Published validation information belongs to each tribe and is shown only when available.
The Tribal Marketing playbook (+5 infographics)