Some companies, especially those that are more youth-oriented, use a tribal marketing strategy that links their product to, say, a group of shredders. However, there also are plenty of tribes with older members, such as car enthusiasts who gather to celebrate such cult products (see Chapter 4) as the Citroen in Europe and the Ford Mustang in the United States, or "foodies" who share their passion for cooking with other Wolfgang Puck wannabes around the world