Influencer partnerships: Influencer Networks: Leveraging Influencer Networks for Broader Market Penetration

1. Introduction to Influencer Networks

In the dynamic world of digital marketing, influencer networks have emerged as a powerhouse for brand promotion and market penetration. Unlike traditional marketing channels, influencer networks capitalize on the personal connection and trust that influencers have built with their followers. This human aspect transforms the marketing landscape, allowing brands to reach audiences in a more organic and engaging manner. By partnering with influencers who resonate with their brand values and aesthetics, companies can tap into pre-established communities, fostering a sense of authenticity and belonging among potential customers.

From the perspective of a brand, influencer networks are a strategic asset. They provide a platform for brands to collaborate with content creators who can not only showcase products but also embody the brand's message. On the other hand, influencers benefit from these networks by gaining access to partnership opportunities that align with their content and audience. This symbiotic relationship is the cornerstone of influencer networks, creating a win-win scenario for both parties involved.

Here are some in-depth insights into leveraging influencer networks:

1. targeted Audience reach: Influencer networks allow brands to pinpoint their marketing efforts to specific demographics. For example, a beauty brand can partner with a makeup influencer whose followers are predominantly interested in cosmetics and skincare.

2. Content Authenticity: Influencers are adept at creating content that feels genuine and unforced. A classic example is the unboxing video format, where influencers share their genuine reactions to products, making the experience relatable to the viewer.

3. Brand-Consumer Relationship: Influencers often engage with their followers through comments and direct messages, creating a two-way communication channel for the brand. This interaction fosters a stronger connection between the consumer and the brand.

4. Cost-Effectiveness: Compared to traditional advertising methods, influencer partnerships can be more cost-effective, especially when working with micro-influencers who have a highly engaged but smaller audience.

5. Measurable Impact: With the use of affiliate links and promo codes, brands can directly track the performance of influencer campaigns and assess their return on investment.

6. Diverse Content Strategies: Influencers can create a variety of content, from blog posts and social media stories to live streams and podcasts, each offering unique ways to feature a brand.

7. Crisis Management: In times of a PR crisis, a well-respected influencer can act as a credible advocate for the brand, helping to mitigate negative perceptions.

8. long-Term partnerships: building long-term relationships with influencers can lead to ongoing brand endorsement and loyalty. An influencer who consistently features a brand becomes synonymous with it, like Zoe Sugg (Zoella) with the beauty industry.

9. Global Reach: Influencer networks transcend geographical boundaries, enabling brands to reach international markets without a physical presence.

10. Niche Markets: Influencers often cater to niche interests, providing a gateway for brands to engage with specialized markets that might be difficult to reach otherwise.

Influencer networks are not just a trend but a fundamental shift in the way brands interact with consumers. They offer a multifaceted approach to marketing that can adapt to the ever-changing preferences of the digital audience. By understanding and leveraging these networks, brands can achieve broader market penetration and create lasting impressions in the minds of consumers.

2. The Rise of Influencer Partnerships

In the dynamic landscape of digital marketing, the emergence of influencer partnerships has marked a significant shift in how brands engage with their audiences. Unlike traditional advertising, which often casts a wide net in hopes of catching a few interested consumers, influencer partnerships offer a more targeted approach. By collaborating with individuals who have established a strong rapport with their followers, brands can tap into pre-existing communities that are likely to be receptive to their message. This strategy not only enhances the authenticity of the brand's messaging but also allows for a more nuanced and personal connection with potential customers.

From the perspective of influencers, these partnerships provide an opportunity to monetize their platforms and expand their reach. For brands, the benefits are manifold: increased visibility, enhanced credibility, and the potential for higher conversion rates. However, the rise of influencer partnerships is not without its challenges. Issues such as influencer vetting, negotiation of terms, and measurement of ROI require careful consideration.

Here are some in-depth insights into the rise of influencer partnerships:

1. Democratization of Influence: In the past, celebrity endorsements were the gold standard for influence. However, the digital age has democratized influence, allowing everyday individuals to build substantial followings around niche interests. This has expanded the pool of potential partners for brands, providing a spectrum of influencers from micro to macro-levels.

2. Authenticity and Engagement: Consumers are increasingly skeptical of traditional advertising and are seeking authentic experiences. Influencers, by virtue of their personal connection with their audience, can offer this authenticity. For example, when a beauty influencer shares a tutorial using a new product, their followers are more likely to trust their recommendation.

3. data-Driven decisions: With the advent of sophisticated analytics, brands can now make data-driven decisions about which influencers to partner with. metrics such as engagement rate, audience demographics, and conversion metrics are crucial in evaluating the potential success of a partnership.

4. Regulatory Landscape: As influencer marketing has grown, so has regulatory scrutiny. Guidelines for disclosure of sponsored content are in place to ensure transparency. Influencers and brands must navigate these regulations to maintain trust with their audiences.

5. Creative Collaborations: The most successful influencer partnerships go beyond simple product placements, involving creative collaborations that resonate with the influencer's audience. A notable example is the collaboration between the fashion brand Revolve and influencers, where influencers are involved in the design process, resulting in highly coveted capsule collections.

6. long-Term relationships: Rather than one-off campaigns, there is a trend towards building long-term relationships with influencers. This approach allows for a more integrated and cohesive brand presence within the influencer's content.

7. Impact on Smaller Brands: Influencer partnerships have leveled the playing field, allowing smaller brands to compete with larger ones. By partnering with niche influencers, these brands can reach highly engaged audiences without the need for massive advertising budgets.

8. Challenges and Risks: Despite the opportunities, influencer partnerships come with risks such as potential misalignment of values, public relations issues, or influencer controversies. Brands must perform due diligence and have contingency plans in place.

The rise of influencer partnerships represents a paradigm shift in marketing, one that emphasizes genuine connections and community engagement. As the digital space evolves, so too will the strategies around influencer collaborations, continually shaping the ways in which brands and consumers interact.

3. Strategies for Identifying the Right Influencers

In the dynamic landscape of influencer marketing, identifying the right influencers is akin to finding the most suitable ambassadors for your brand. These individuals not only embody your brand's values but also command the respect and attention of your target audience. The process is multifaceted and requires a strategic approach to ensure that the partnerships forged are not only authentic but also effective in achieving broader market penetration.

From the perspective of a brand, the primary goal is to engage influencers who can create a ripple effect through their networks, amplifying the brand's message across various platforms and demographics. Conversely, influencers seek collaborations that align with their personal brand and resonate with their followers, creating a symbiotic relationship that benefits all parties involved.

Here are some in-depth strategies to guide you in identifying the right influencers for your brand:

1. Audience Analysis: Begin by scrutinizing the influencer's audience demographics to ensure alignment with your target market. For instance, a beauty brand would benefit from partnering with an influencer whose followers are predominantly interested in skincare and cosmetics.

2. Engagement Rates: Look beyond the number of followers and focus on engagement rates. An influencer with a smaller, but highly engaged audience can be more valuable than one with a larger, passive following.

3. Content Relevance: Evaluate the influencer's content to ensure it resonates with your brand's messaging. An influencer known for their eco-friendly lifestyle would be an exemplary match for a sustainable fashion brand.

4. Authenticity: Seek influencers who have a genuine connection with their audience. Influencers like Zoe Sugg, who have built a reputation for honest product reviews, can lend credibility to your brand.

5. Consistency: Consistency in posting frequency and quality is key. Influencers who regularly engage with their audience, like Casey Neistat with his daily vlogs, keep their followers invested and attentive.

6. Brand Synergy: Assess the potential for long-term partnerships. Influencers who share a natural affinity with your brand's ethos, such as Jamie Oliver and his advocacy for healthy eating, can become enduring brand champions.

7. Platform Proficiency: Identify influencers who have mastered the platform where your audience is most active. For a visually-driven product, an influencer with a strong Instagram presence would be ideal.

8. Campaign Goals: Align influencer selection with specific campaign goals. If the aim is to drive sales, an influencer with a track record of successful affiliate marketing, like Michelle Phan, could be a strategic choice.

9. legal and Ethical considerations: Ensure that influencers adhere to advertising guidelines and ethical standards. Transparency in sponsored content is not only a legal requirement but also fosters trust among consumers.

10. Performance Tracking: Implement a system to track the performance of influencer partnerships. Tools like Google Analytics and UTM parameters can help measure the impact of influencer-driven traffic on your website.

By incorporating these strategies, brands can navigate the influencer landscape with greater precision, forging partnerships that are not just transactional but transformational, ultimately leading to broader market penetration and sustained growth.

4. Building Mutually Beneficial Relationships

In the realm of influencer partnerships, the cornerstone of success lies in the ability to forge relationships that are not just transactional but are deeply rooted in mutual benefit and shared growth. These relationships go beyond mere endorsements; they are strategic alliances where both the brand and the influencer work in tandem to achieve common objectives. The synergy between a brand and an influencer can lead to a ripple effect, amplifying the reach and impact of marketing campaigns across broader networks. This symbiosis is particularly potent when influencers are seen as genuine advocates of the brand, rather than as mere spokespersons.

From the perspective of influencers, these partnerships provide a platform to expand their own brand, reach new audiences, and enhance their credibility within their niche. For brands, influencers offer a conduit to tap into pre-established communities, gain trust, and drive engagement. The key to nurturing these relationships is understanding the unique value each party brings to the table and finding the sweet spot where both interests align.

Here are some in-depth insights into building these mutually beneficial relationships:

1. Authentic Alignment: The influencer's values, style, and audience should resonate with the brand's ethos. For example, an eco-friendly brand partnering with an influencer known for sustainability advocacy reinforces the brand's commitment to the environment.

2. Transparent Communication: Open dialogue about expectations, deliverables, and feedback ensures both parties are on the same page. A skincare brand might work with an influencer to create content that educates about skin health, with clear guidelines on messaging.

3. long-Term commitment: Rather than one-off campaigns, ongoing collaborations can yield better results. A fashion brand might engage an influencer for a seasonal collection, creating a narrative that evolves over time.

4. Creative Freedom: Allowing influencers to inject their creativity into content creation can lead to more authentic and engaging posts. A tech company might give an influencer the liberty to create a unique unboxing experience for a new gadget.

5. Performance Incentives: Structuring deals where influencers are rewarded for meeting certain performance metrics can motivate them to go the extra mile. This could be through affiliate links or bonuses for achieving high engagement rates.

6. Shared Learning: Both parties can benefit from sharing insights and data to refine strategies and content. After a campaign, a beauty brand and an influencer might analyze which posts performed best and why.

7. Community Engagement: Encouraging influencers to interact with the brand's community can foster a sense of belonging and loyalty. An influencer might host a Q&A session on a brand's social media platform.

8. Diverse Partnerships: Collaborating with a range of influencers, from micro to macro, can diversify reach and appeal to different market segments. A beverage brand might partner with a mix of fitness enthusiasts and culinary influencers.

9. Social Responsibility: Joint initiatives that support social causes can elevate the partnership's purpose and resonance. An influencer and a brand might collaborate on a campaign that donates a portion of sales to a charitable cause.

10. Feedback Loop: Regularly reviewing the partnership's performance and making adjustments based on feedback can lead to continuous improvement. An influencer might suggest new content formats based on audience preferences.

By focusing on these aspects, brands and influencers can create a powerful dynamic that not only drives market penetration but also builds a lasting legacy of trust and influence. The ultimate goal is to cultivate a partnership where both parties thrive, creating a win-win scenario that stands the test of time.

5. Integrating Influencers into Your Marketing Mix

integrating influencers into your marketing mix is a strategic approach that can significantly amplify your brand's reach and credibility. In today's digital landscape, influencers have the power to sway public opinion, shape consumer behavior, and drive engagement. They are not just trendsetters; they are trusted voices within their communities. By partnering with the right influencers, brands can tap into niche markets, foster authentic connections, and create content that resonates with specific audiences. This integration should be done thoughtfully, aligning with the brand's values and marketing goals to ensure a cohesive and effective campaign.

1. Identify the Right Influencers: The first step is to identify influencers who align with your brand's image and values. For example, a beauty brand might partner with a makeup artist known for their sustainable practices if the brand's focus is on eco-friendly products.

2. define Clear objectives: Establish what you aim to achieve through the partnership. Whether it's increasing brand awareness, driving sales, or launching a new product, having clear objectives will guide the collaboration. A fitness app, for instance, might collaborate with a fitness influencer to increase app downloads.

3. Engage in Authentic Partnerships: Authenticity is key. Influencers should genuinely resonate with the brand. When an influencer's content aligns naturally with the brand's products, the audience is more likely to engage. A travel brand could work with a travel blogger who genuinely uses and enjoys their services for planning trips.

4. Leverage Multiple Platforms: Don't limit the partnership to one platform. Utilize the influencer's presence across various social media to maximize reach. A fashion brand might have an influencer showcase their clothing line on Instagram, YouTube, and TikTok.

5. Create Co-Branded Content: Develop content that leverages both the brand's and the influencer's unique strengths. This could be a limited edition product or a co-created video series. For example, a tech company might release a special edition gadget in collaboration with a tech influencer.

6. measure and Analyze performance: Use analytics to measure the success of the influencer campaigns. Track metrics like engagement rates, click-through rates, and conversion rates to understand the impact. A food brand might track the increase in website traffic following a recipe post by a food influencer.

7. maintain Long-Term relationships: Building long-term relationships with influencers can lead to ongoing benefits. Consistent partnerships allow for deeper audience penetration over time. A skincare brand might have a year-long contract with an influencer, resulting in a series of posts and product endorsements.

By considering these points, brands can effectively integrate influencers into their marketing mix, leading to broader market penetration and a stronger brand presence. It's a dynamic process that requires ongoing attention and adaptation to the ever-changing digital landscape.

6. Measuring the Impact of Influencer Collaborations

In the dynamic world of digital marketing, influencer collaborations have emerged as a powerful strategy for brands looking to expand their reach and resonate with target audiences. These partnerships, when executed effectively, can lead to significant increases in brand awareness, customer engagement, and ultimately, sales. However, the true measure of success lies in a brand's ability to quantify the impact of these collaborations. This requires a multifaceted approach that considers not only the immediate metrics such as likes, shares, and comments but also the long-term effects on brand perception and customer loyalty.

From the perspective of a marketing analyst, the impact of influencer collaborations can be assessed through a variety of lenses:

1. Engagement Metrics: The most immediate indicators of an influencer's impact are the engagement metrics. These include likes, comments, shares, and the overall interaction rate on the sponsored content. For example, a beauty brand collaborating with a makeup influencer might track the increase in engagement on posts featuring their products.

2. Conversion Rates: Beyond engagement, brands need to track conversion rates. This involves monitoring the number of followers who take the desired action, such as visiting a website or making a purchase, after interacting with influencer content. Utilizing unique promo codes or affiliate links can provide clear data on this front.

3. brand Sentiment analysis: understanding public sentiment towards the brand before and after the influencer collaboration is crucial. tools like social listening can help in analyzing changes in consumer attitudes and the overall perception of the brand.

4. Audience Growth: A successful influencer partnership should result in an increase in the brand's social media following. Monitoring follower count before and after the campaign can serve as an indicator of the collaboration's reach.

5. Content Lifespan: The longevity of the content's relevance and its ability to continue driving engagement over time is another important metric. Evergreen content created by influencers can provide value long after the initial post.

6. Cost-Effectiveness: Comparing the cost of influencer collaborations with other marketing strategies in terms of return on investment (ROI) is essential. This includes analyzing the cost per engagement (CPE) and cost per acquisition (CPA).

7. Market Penetration: For brands looking to enter new markets or demographics, influencer collaborations can be a gateway. Measuring the brand's penetration in these new segments post-collaboration can indicate the effectiveness of the influencer's reach.

8. Competitor Benchmarking: Assessing the influencer's impact also involves looking at how competitors are faring in similar collaborations. This comparative analysis can highlight the relative success of the influencer strategy.

To illustrate, let's consider a case study of a fashion brand that partnered with a well-known fashion influencer. Prior to the collaboration, the brand's engagement rate hovered around 2%. After the influencer's series of posts, the engagement rate spiked to 5%, and the brand saw a 20% increase in website traffic with a corresponding uptick in sales. Moreover, sentiment analysis revealed a more positive brand perception, and the influencer's content continued to perform well, indicating a successful partnership.

measuring the impact of influencer collaborations is not a one-size-fits-all process. It requires a comprehensive approach that considers a range of metrics and aligns them with the brand's overall marketing objectives. By doing so, brands can not only justify their investments in influencer marketing but also refine their strategies for future collaborations to ensure continued growth and market penetration.

7. Successful Influencer Network Campaigns

In the dynamic landscape of digital marketing, influencer networks have emerged as a powerhouse for brand expansion and market penetration. These networks, composed of individuals with significant online followings, offer brands a unique opportunity to reach diverse audiences through authentic and engaging content. The success of influencer network campaigns hinges on strategic alignment between the brand's objectives and the influencers' audience interests, coupled with creative execution that resonates with consumers. By examining various case studies, we can glean valuable insights into the mechanics of successful influencer network campaigns, understanding the nuances that contribute to their effectiveness from multiple perspectives.

1. Fashion Forward: The High-Street Brand Expansion

A prominent high-street fashion brand leveraged a network of fashion influencers to penetrate the competitive market of casual wear. By partnering with influencers who had a strong presence among the target demographic of young adults, the brand curated a series of style challenges that encouraged user-generated content. This campaign not only amplified the brand's reach but also fostered a sense of community among fashion enthusiasts.

2. Tech Talk: Launching the Next-Gen Gadget

When a tech company was set to launch its latest gadget, it turned to an influencer network that specialized in tech reviews and unboxing videos. The influencers provided their honest opinions and detailed walkthroughs, which helped demystify the product's advanced features for potential customers. This approach not only boosted pre-orders but also established credibility for the product in a market saturated with options.

3. Beauty Buzz: The Organic Skincare Movement

An organic skincare brand collaborated with health and wellness influencers to promote its new line of eco-friendly products. Through a series of educational posts and live Q&A sessions, influencers highlighted the benefits of natural ingredients and sustainable packaging. This campaign educated consumers on the importance of eco-conscious choices, driving both sales and brand loyalty.

4. Fitness Frenzy: The Virtual Marathon Challenge

In an effort to promote a healthy lifestyle, a sports apparel brand initiated a virtual marathon challenge in collaboration with fitness influencers. Participants were encouraged to share their progress and final results on social media, creating a ripple effect of motivation and engagement. The campaign not only increased brand visibility but also positioned the brand as a motivator for positive change.

5. Culinary Creations: The Recipe Relay

A food and beverage company tapped into the culinary influencer network to showcase the versatility of its products. Influencers created unique recipes using the brand's ingredients and passed the challenge to their peers, creating a relay of delicious content. This not only demonstrated the product's adaptability but also engaged food enthusiasts in a fun and interactive way.

These case studies illustrate the multifaceted approach required for successful influencer network campaigns. From fashion to technology, beauty, fitness, and culinary arts, the key lies in crafting campaigns that are not only promotional but also add value to the consumer's experience. By fostering genuine connections and facilitating creative expression, brands can effectively leverage influencer networks to achieve broader market penetration.

8. Overcoming Challenges in Influencer Marketing

In the dynamic realm of influencer marketing, overcoming challenges is akin to navigating a complex maze where each turn presents new puzzles to solve. This journey, while fraught with obstacles, is also ripe with opportunities for brands to forge deeper connections with their audiences. The essence of influencer marketing lies in its ability to humanize brands, transforming them from faceless entities into relatable personalities through the voices of influencers. However, this path is not without its hurdles, and brands must be adept at identifying and surmounting these barriers to harness the full potential of influencer partnerships.

From the perspective of brand managers, one of the primary challenges is selecting the right influencers who resonate with their brand's values and appeal to their target demographics. This requires a delicate balance between an influencer's reach and their relevance to the brand's message. For instance, a beauty brand might partner with a makeup artist with a modest following but high engagement rates, prioritizing quality interactions over sheer numbers.

Influencers, on the other hand, face the challenge of maintaining authenticity while promoting products. The rise of 'influencer fatigue' among audiences means that influencers must creatively integrate brand messaging into their content without alienating their followers. A travel influencer, for example, might seamlessly incorporate a luggage brand into their travel vlogs, offering genuine reviews based on their experiences.

Consumers are becoming increasingly savvy and can easily discern between genuine recommendations and forced endorsements. They crave transparency and authenticity, which means influencers and brands must work together to ensure that sponsored content is disclosed appropriately and aligns with the influencer's usual content style.

To delve deeper into the intricacies of overcoming these challenges, let's explore some key strategies:

1. building Trust Through transparency: Brands should encourage influencers to disclose partnerships openly to foster trust with their audience. An example of this is the #ad hashtag, which, when used effectively, can maintain transparency without detracting from the content's appeal.

2. cultivating Long-term relationships: Instead of one-off campaigns, brands should aim for ongoing collaborations with influencers. This not only builds consistency but also allows the influencer's audience to develop a more profound association with the brand over time.

3. leveraging Data for Decision making: utilizing data analytics tools to track engagement and ROI can help brands refine their influencer selection process, ensuring a better fit for future campaigns.

4. encouraging Creative freedom: Allowing influencers to craft their narratives around a product can lead to more authentic and engaging content. A notable example is when a tech influencer creates a 'day in the life' video featuring a new gadget, integrating it organically into their daily routine.

5. Addressing Market Saturation: With the influencer space becoming increasingly crowded, brands need to identify niche influencers who can reach specific segments of the market, often leading to higher engagement rates.

6. Navigating Algorithm Changes: Social media platforms frequently update their algorithms, which can affect content visibility. Brands and influencers must stay informed and adapt their strategies accordingly to maintain audience reach.

While the challenges in influencer marketing are manifold, they are not insurmountable. By embracing a strategic approach that emphasizes authenticity, transparency, and creative collaboration, brands can overcome these hurdles and unlock the full potential of influencer networks for broader market penetration.

9. Future Trends in Influencer Networks and Market Penetration

In the dynamic landscape of digital marketing, influencer networks have emerged as a powerful force in shaping consumer behavior and driving market penetration. These networks, composed of individuals with significant online followings, wield considerable influence over their audiences, often swaying purchasing decisions and brand perceptions. As we look to the future, several trends are poised to further enhance the impact of influencer networks on market penetration strategies.

One of the most significant shifts we're witnessing is the diversification of influencer tiers. No longer are brands solely focused on mega-influencers; there's a growing recognition of the value brought by micro and nano-influencers. These individuals often boast highly engaged audiences and niche market appeal, making them ideal partners for targeted marketing campaigns. Moreover, the rise of virtual influencers—computer-generated personas with realistic characteristics—is set to redefine authenticity in the influencer space, offering brands new avenues for creative collaboration.

Another trend is the integration of influencer networks with emerging technologies. augmented reality (AR) and virtual reality (VR) are providing immersive experiences that influencers can leverage to showcase products in novel ways. Additionally, the use of artificial intelligence (AI) in influencer marketing is enhancing personalization, allowing for more effective audience targeting and content optimization.

Let's delve deeper into these trends with a numbered list that provides in-depth information:

1. Micro and Nano-Influencers: Brands are increasingly partnering with influencers who have smaller, but more dedicated followings. For example, a local fashion boutique might collaborate with a micro-influencer known for their unique style within a city, resulting in higher engagement rates and more personalized connections with potential customers.

2. Virtual Influencers: These digital personas are gaining traction due to their ability to be in many places at once and their immunity to the controversies that can affect human influencers. Lil Miquela, a virtual influencer with millions of followers, has already secured partnerships with major fashion brands, demonstrating the potential of this trend.

3. Technological Integration: AR filters and VR experiences are becoming common tools for influencers. Imagine an influencer promoting a travel destination through a VR tour, allowing followers to 'experience' the location before booking a trip. This immersive approach can significantly boost conversion rates.

4. data-Driven campaigns: AI and machine learning are enabling more sophisticated analysis of influencer performance metrics. Brands can now identify the most impactful influencers for their target demographics, optimize campaign content in real-time, and measure ROI with greater accuracy.

5. sustainability and Ethical marketing: Influencers are increasingly expected to advocate for sustainable practices and ethical standards. Patagonia, for instance, works with influencers who embody their environmental ethos, resonating with consumers who prioritize sustainability.

6. Diverse and Inclusive Representation: There's a push for inclusivity in influencer marketing, with brands seeking partnerships that reflect a broader range of voices and experiences. Sephora's "We Belong to Something Beautiful" campaign is a prime example, featuring influencers from diverse backgrounds to promote inclusivity in beauty.

7. Regulatory Compliance: As influencer marketing matures, adherence to advertising regulations becomes crucial. Transparency in sponsored content, clear disclosure of partnerships, and compliance with data privacy laws are becoming standard practices to maintain consumer trust.

Influencer networks are evolving rapidly, with a clear trajectory towards more authentic, technologically integrated, and ethically conscious collaborations. These trends not only promise to deepen market penetration but also to foster a marketing ecosystem that values transparency, diversity, and genuine connections between brands and consumers.