Brands might be good alone, but better when connected. The little red brick with the interlocking elements is a universally known symbol for connectedness.

1. the LeGo anaLoGy:
ConneCtedness
Brands might be good alone, but better when connected.
The little red brick with the interlocking elements is a universally known symbol
for connectedness. While recognizable alone, its real value is in its ability to be
assembled and connected with other pieces in endless variations to construct
wildly imaginative things — like buildings, machines, art pieces, and even eerily
walking robots. Anything constructed can then be taken apart and the bricks used
to make other objects. LEGO pieces of all varieties are a part of a universal system.
Good alone. Better when connected.
Just like all LEGO pieces work perfectly together to make something bigger than the
individual parts, connectedness works for a brand by focusing on greater good —
building and evolving offerings together. By connecting people via branded interactions
across channels — mobile, social, online and off — brands create something better
together with their customers than alone.
Connectedness links consumers to the brand, consumers to consumers around
the brand, and consumers to the greater public about the brand. Instead of a brand
being singular, isolated, and the center of interactions, a connected brand is united,
joined, and linked inherently with its customers — interlocked by common ties, joined
together by some common purpose and intent, to live better as a result, to prosper,
etc. When great brand interactions happen, when the pieces are snapped together,
they form bonds that are not easily torn apart but still flexible enough to be changed
as goals change.
Connectedness is about knowing where people are, what they’re saying, how they’re behaving, and what would make
their lives better. Going beyond just knowing, fostering and being part of a conversation in real time. Being aware of and
active in their networks, and agile within them. Useful, usable and desirable at all times. That’s connectedness.
Brands might be good alone, but better when connected.
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