This excerpt is from The Brand Gap by Marty Neumeier:
“If you stretch the concept of tribe just a little, you can see that a brand creates a kind of tribe. Depending on your Unique Buying State, you can join any number of tribes on any number of days and feel part of something bigger than yourself. You can belong to the Callaway tribe when you play golf, the VW tribe when you drive to work, and the Williams-Sonoma tribe when you cook a meal. You’re part of a select clan (or so you feel) when you buy products from these clearly differentiated companies. Brands are the little gods of modern life, each ruling a different need, activity, mood, or situation. Yet you’re in control. If your latest god falls from Olympus, you can switch to another one.”
This statement is like an all-encompassing paragraph of the heart of lifestyle and tribal branding. Knowing the unique buying state of a customer and not just your selling proposition is the first key. The second key is to make that customer part of your tribe, they can discover who they are from being a part of your tribe.