You can't scale connection

"The brands breaking through today aren't optimizing for volume; they're building networks of trust. One audience, one voice, and one relationship at a time."

"When brands treat connection like a growth metric, it's a sign the audience has become abstract. You earn connection at the individual level when the right brand leverages the right voice for the right audience."

"Instead of gobbling up creators or cycling through the same handful on repeat, a more networked, web-like approach to casting and partnerships is the smarter way to grow brand trust."

"Brands like Loewe and Jacquemus, two luxury fashion brands, are prime examples of this approach. Each pursued very specific strategies, leveraging creators and creatives with genuine connections to their respective brands."

The current optimization era has led to a lack of genuine connection in marketing. Brands should focus on building trust rather than merely increasing volume. True connection is achieved at the individual level, leveraging the right voice for the right audience. A networked approach to partnerships fosters brand trust and broad awareness. Luxury brands like Loewe and Jacquemus exemplify this strategy by engaging creators with authentic ties to their brands, emphasizing meaningful relationships over sheer scale.

Read at Fast Company