I like the idea of generating tribes around your brand because it creates meaning around your product or service and appeals to our human nature to want to belong to a community. The internet helps people find others with similar interests, including interests in specific brands like Apple, Nike, the Red Sox, or Xbox. The challenge I think, is that companies can not create the tribes, they have to be created by passionate customers. The role of the company is to facilitate tribes by creating products and services that are worthy of a tribe. See the following video for more on Tribes.