Connection: This point speaks to the unofficial “fifth P” of The Four Ps.
Connection is the nirvana of marketing strategy. It is the point where successful
application of the first four elements results in people falling in love with your
brand. Once an organisation has effectively connected with its customers, the
real magic happens - customers connect with each other through their mutual
belief in the brand story. Communities of people who want to be part of their
stories follow truly great brands. Apple is a good example of a dedicated tribal
following. People want their products, want others to see them with Apple
products and want the world to know that they have an iPhone or a Macbook
Pro. This kind of tribal following spells success for any brand.