Book Cover: Tribes by Seth Godin

Seth Godin’s Tribes is an easy read once you get used to Godin’s scattershot prose. It is also a good primer on the idea of tribes: A group of people who connect with one another based on a shared interest or idea.

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With no broadly popular music star or movie or television show, the common touchstone, the shared experience of liking the similar thing that makes nostalgia marketing work, is eliminated. Is, then, nostalgia marketing viable?

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