There’s just something different about the companies we know and love.

But what is it exactly?

What are they doing that gets us to entranced that we read every word they say and hang waiting for more from them?

And what about the companies we hate doing business with? What are they missing?

There is something there and today I’m going to take a stance on something I feel we need to do in order to move in that direction.

I’m asking you to come alongside me and rethink things a bit. Wouldn’t you like to begin to be on the path to becoming a brand that people love? I know I do.

But first, a little story.

I kid you not, the other day I was reading a blog, and something hit me square in the face. I’ve read it a thousand time before…but this was different.

I’ve felt it before. Seen it before. But I never really grasped it until this particular day.

It was like a literal punch in the face and I was floored that I’d never taken the time to dig deeper. I realized that the quality of content was far above anything I’ve ever created. It was practical, timely, deep, easy to read and seriously engaging.

It also made me want to take action. He even got me to do homework. (What a jerk.)

There are several levels of high quality content and what Derek Halpern offers is just one of them. Actually, his quality is WAY up there!

So I started thinking. What other sites just get me going? What other brands get me thinking and make me all motivated and stuff? (I think in really technical words.)

So I made a list. I categorized them into 4 sections and came up with a term I’m going to introduce today as Connection Branding.

In short, connection branding is the process of how a company or individual uses a super power to build a positive image. A connection brand builds quality relationships with a community through the use of strategic marketing and taking a firm stance on specific issues.

Does that make sense? I’m going to dig deeper into this in the coming weeks but wanted to give you the brief version of it. Keep that in the back of your mind.

The Idea

We need to take a stance on something. We’ve gotta make some changes if we’re going to be able to play in this game of business life.

We need to step out of the “processes” we read about and get out of our ruts. Something has got to give.

Would you agree?

Watch the video…then we’ll chat some more.

If if you watched the video, you know the stance I’m taking. I’m tired of the mediocrity. Can you tell?

And honestly, I don’t care if you don’t agree with me.

This is going to be the start of something new and I hope you’ll agree that it will be for the best. Maybe you don’t want to do the same…that’s perfectly fine. But there’s probably something you NEED to change, so take a stance on that.

In terms of articles, this means a few things for me:

  1. I will only write 2-4 posts per month on my blog
  2. All posts will be longer and some will contain video
  3. All posts will have a definitive practical step at the end
  4. I will guest post very strategically

What does it mean for you?

Now, you’ve got some homework.

1) Post a comment telling us what you’re going to take a stance on.

2) Tell us why you want to change that one thing. Then commit yourself to it immediately.

3) Share on your status of whatever social site “I’m taking a stance on [insert your stance]! Join me!” (Tweet this!)