>> Part of joining a tribe is feeling that you're understood. When Apple says "think different" they're appealing to people who belive that they think differently. If you are a creative person, you get the feeling Apple understands you and if they understand you, there's a good chance that they know what you need in a computer. The same can be said for Nike when they say "just do it". They know you find it hard to get out of bed for a run. They understand you.
We subscribe to these brand tribes because while we're more connected technologically, we've never been so physically and emotionally disconnected as we are now. There's an increasing feeling of tribelessness.
People like to feel like they're a part of something bigger than themselves. The connection we make with brands gives us the feeling that we are included and part of a family of like-minded people. And with that feeling of inclusion comes a sense of self-worth and personal satisfaction.
