Last week there was a local power outage that affected our company server. It was down for almost two hours. I have never heard as much chatter in the halls as I did that morning. The choice was for people to sit and stare at their blank computer screens, or get up, move about, and talk face to face. Guess what happened?
Humans are social beings. We need other people. We need to be connected to others and when one way we connect shuts down, we seek out others. When the power goes out in a storm, we tweet or text on our phones to stay connected. When the server goes down and we can’t email, we talk in the halls.
Connections, new and old, serve a purpose as ancient as sitting around a bonfire for physical, social and emotional warmth. One of the things I love about KSV is that we treasure real, human connections. Not only between each other, but between our clients and their customers. At the end of the day, that’s what Network Branding is all about—creating rewarding, human connections between people and brands.
And when those connections are lost through the ongoing process of change or disruption, like when a server crashes or the power goes out? We look for new ones, always seeking two-way connections in the digital and physical space. It’s nice to know that no matter how digital the world becomes, we’ll never stop being human. We’ll always need to be connected.