Quality of Connection

 We want to build connections. Bridges push civilization forward. Seeking a connection is the catalyst of branding. Finding your place in the market, the motivation is to connect. Sometimes the impulse to connect is misguided and therefore a failure.

A friend was telling a story about an apartment building where his parents had met back in the 1970s. Another friend jumped in to connect with her story about having a friend whose ex-girlfriend lived in the same building.

This stab at connection was obviously obnoxious, stalling the momentum of the first stories connective quality.

There’s the obvious. Her story sucked. It wasn’t interesting, a dog bites man banality, a friend of a friend living in a place where people live. It wasn’t even entertaining. It seemed self-serving, a proof point of popularity, to shield insecurity by saying, “I know people too.”

Connection is about the relationship of two or more. The first friend’s story invited us in through personal history, sharing a story of love, the universal quality of connection.

 When we look to connect, we have to understand our motivations, which can’t just be personal. What are you offering the consumer beyond the paid service? How is your brand inviting a personal connection about your history and individual journey? That’s what we look to find to move your forward.