KINSHIP is the web of social relationships that form an important part of human societies: connection. KINSHIP refers to the foundation of social relationships in human cultures; how human social groups are constructed – their patterns, meanings and obligations; and also why they are constructed at all. To understand KINSHIP, brands need to understand the patterns, the groups, the conversations, the people, and ultimately the data. A data-driven strategy not only lays out Kinship touch-points across the customer journey, but also looks outside of marketing and communications for sources of stories – areas like customer service, sales, product development, technical support, human resources, and customers themselves.