More Connection Is Not Always Better
Every connection can make sense on its own. Together, they can reinforce one another – or start working against one another.
Read the essayWhat often matters is how things connect.
Perspectives on connection, influence, and strategy, grounded in the Connectism paradigm.
Explore InsightsFeatured Insights
Nike Doesn’t Have an Awareness Problem. It Has a Connection Problem.
Why even iconic brands can weaken when the connections around them stop reinforcing one another
Read the essay
Understanding the World Through Connection
We are creating more connections than ever. But do we understand what makes those connections matter?
Read the essayWhat Is Connectism?
Connectism in brief.
Connectism is a way of understanding communication as something that happens through connections – among people, brands, content, and technologies, including AI.
Instead of asking only how strong a brand or message is, it asks how the connections among them shape meaning and influence. It was introduced in a 2026 article in the International Journal of Advertising.
What Is Connectism?The 5Cs
Concepts, not sequential stages
Research & Projects
Research on how connections among brands, people, content, and technologies shape meaning and influence.
Connectism was introduced in a peer-reviewed article in the International Journal of Advertising (2026). Read the article
Explore researchCurrent research projects & directions
Measuring connection
Developing ways to observe and measure the 5Cs in real brand and media environments.
Connection in AI-mediated environments
Examining how AI systems shape which connections form – what people see, what they trust, and how brands are found and recommended.
Recent talk
Understanding Advertising & Communication in the Connection Era
Get in touch
Conversations about the ideas here, research collaboration, and media requests are welcome.