After several days of drought on the keys, because between one and a thousand things I have been distracted even more than usual, it has made me all the sense of the moment to start with a phrase that is in itself a redundancy and that a few hours ago I wrote in a message: tribe is ours.
We have said it a thousand times: a company cannot call itself a tribe and not be one. At the same time, tribe cannot be mine or yours, but ours, which otherwise would be worthy of any other name. A tribe refers to us and therefore can only be ours, collective, shared and open, never imposed or decreed, but attractive, seductive and convincing, from the deepest and most authentic.
When we changed the name of our company from Consumer to Tribu, we did it because it would better reflect our essence, moving from consumer to people, and from advertising to communication, and from transaction to relationship. And today, being part of DDB since last January, I have come to discover that the route had its predictions, that coincidences do not exist, because the focus on social creativity now makes all the sense in the world and fits Tribu like a glove.
By moving from just connecting brands with people, to the current and effective idea of connecting people with people around brands, Tribu DDB now raises a flag focused on the 6 degrees between all of us and anyone else on the planet, to leave behind the overused idea of the 360 degree agency. It’s not about surrounding the consumer to the point of drowning him, but about connecting people to integrate them, so that they join in and make the brand their own.
Understanding the shoal effect we live in today, where we influence each other as only technology and the digital world could make it possible, it is clear that communication is no longer a one-way street and has become one of multiple avenues of contact. Integration and networks have become the evolution in the perfect society for the tribes of the planet, and to some extent also for a company like ours.
Tribu is ours and that is why it asks us to turn it on for everyone, exciting and passionate, changing and open, from each and everyone who is part of us. Tribu DDB is today an exciting reality in Central America, from Guatemala to Panama, dreaming big and doing small, because every journey begins with a step and we are just taking the first ones.
So, more than ever, Tribu is ours.
