So what is Tribal Marketing?

n. A marketing strategy that attempts to create social groups or communities that are centered around a product or service.

Earliest Citation...
...them to others, to a community, to a tribe: products and services that not only have a use value but also Thus, the credoof tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link - have a linking value.
- Bernard Cova, "The postmodern explained to managers: implications for marketing," Business Horizons, November 21, 1996