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Like many people, I crave a sense of connection with the world around me. Not only with the people I see, and the work I perform, but also with the companies I support through purchases. As a creative mind, deep in the rational world of business and sales, I often find myself wondering how these connections are made, and how I may cultivate them for myself.

So, I will take a journey to discover how people make connections with brands, and how brands may live up to their high social, ethical, and moral expectations. This series of entries titled “Branding Connections” will highlight my research and interpretations of the information I have uncovered.