Affiliation and Dominion: The Two Poles of the Marketing Story
Affiliation and Dominion: The Two Poles of the Marketing Story
The Affiliation Path
Imagine typing “Nicest guy in Hollywood” into a search engine. The result? A warm, familiar face: Tom Hanks. Tom embodies the spirit of affiliation. He’s the neighbor you’d invite over for a barbecue, the friend who lends a listening ear, and the actor who consistently delivers heartwarming performances.
Affiliation is about connection, empathy, and community. It asks questions like:
How may I help you?
Am I doing enough for people around me?
Are people around me happy?
Are people able to fit into the tribe?
Can’t everyone be together?
Affiliation seeks to build bridges, create bonds, and foster a sense of belonging. It’s the warm handshake, the shared laughter, and the feeling that we’re all in this together.
The Dominion Approach
Now, shift gears. Think of the iconic film “The Godfather.” The mere mention conjures images of power, intrigue, and calculated moves. Enter Don Corleone, the embodiment of dominion. He measures success not by popularity or warmth but by influence, control, and strategic maneuvering.
Dominion is about asserting authority, claiming territory, and playing the game of thrones. Its questions and statements include:
Am I winning or losing?
This is mine. Not yours.
Who has more power?
I don’t mind not being the leader as long as my side dominates yours.
On the basketball court, the boy plays to win. He challenges the referee’s decisions, studies opponents’ weaknesses, and steps into their shoes to outmaneuver them. In the classroom, he may not be the top scorer, but he carefully selects classmates who enhance his position.
In a dance group, one member counts solos, while another orchestrates harmony. The dominion seeker aims for the spotlight, while the affiliator ensures everyone dances in sync.
The Core of Interaction
When you engage with others—whether as a marketer, leader, or friend—consider what they measure. Are they drawn to affiliation, seeking connection and shared experiences? Or do they lean toward dominion, craving influence and strategic advantage?
Remember the ancient questions: “I need to eat first” and “Am I sitting close to the king?” These primal instincts persist. Some want others to eat first, deriving joy from their satisfaction. Others derive pleasure from seeing others eat last—a subtle assertion of dominion.
As marketers, we must discern these core motivations. Our stories should resonate with the affiliators’ need for community or the dominators’ hunger for power. Whether it’s a heartfelt ad campaign or a corporate strategy, understanding these poles allows us to shape narratives that truly connect.
So, next time you craft your marketing story, ask yourself: Are you appealing to affiliation or wielding dominion? The answer lies in the hearts of those you seek to serve. 🌟
Thanks For Listening/Reading Everyone!
-Jason
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