Bond is why we are.
Brand is who we are.
Business is simply how we do.
Product is only a thing.

Needs change.
Circumstances change.
The things that address need also change.
We don't notice the change.
We still have our thing.
We haven't considered bonds.
Now we have a thing nobody wants.
But no reason why.
We never looked.
Or we forgot.
Because we had a thing!
But no bonds.

This is the story of the railroads.

They were in the "Railroad Business."
Then their product ran into circumstance.
Airplanes.

People seek to create and affirm bonds.
With other people.
As quickly as possible.

Because bonding is like a drug.
Quicker and more is better.

Train?
Or Airplane?

Thing?
Or more, better, faster bonding?

This is why there is no Union Pacific Airways.
And why there's a Southwest Airlines.

Not because of trains or planes.
Not the things.

Because of people.
Because of bonds.


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Update: Sloppy me. Meant to offer some context and say the above is a bit of stuff bouncing around the office on the molecular nature of brands/identities/ambitions and the communities they beget or, that begat them.