Discovering and Sustaining the Brand Bond

Abstract

Our propensity to form social bonds serves more than our need to increase our chances of survival. In highly practical terms, connections advance our personal interests, and they matter for the social, psychological, and economic benefits they return (Hooper, 2012). In pursuit of such benefits, our life experience reminds us that our individual connections are not equal — we know that some linkages must be more ‘efficient’ than others (Roloff, 1981). It would therefore stand to reason that, as we progress through life and grow our networks, we are forced to make clever choices that satisfy our evolving needs, reflect our expectations, and inspire our imaginations. It is no coincidence that this would appear to mirror our search for love. When choosing partners in business, friendship, or romance, we seek potent bonds that propel us forward; meaningful — and efficient — affinities that offer a momentum we intend to sustain.