The concept of tribes has existed for thousands of years. People want to feel connected through common ideas, interests and beliefs, we want to talk to one another about these ideas until we're blue in the face and then take a breath and talk some more.
Seth Godin makes loving the concepts of tribes easy, "People want to missed" is what Seth says is the driving reason.
I believe tribes/communities can be built around brands. Its important from a business perspective to identify the objectives for building a community. The reasons may vary from from networking, support, digital marketing etc. Lets use the objective of networking for an example, a company selling fishing rods could provide a networking platform where anglers come and exchange news about what fish is being caught in certain areas. For both parties this is mutually beneficial, as anglers exchange valueable information with one another and the company gets to observe not only they're behaviour, but also learn about what they're community is interested in.
Enjoy
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