ABSTRACTMediterranean marketing is an ideological approach to marketing grounded on a corpus of distinctive values characterizing the market orientation of companies located both within and beyond the Mediterranean basin. Among Mediterranean values, this study focuses on connectivity, a largely under‐researched construct in marketing. Through an in‐depth analysis of Prada's “Made in Worlds” branding strategy, we extend both conceptualization of and managerial guidance on marketing connectivity. In detail, we identify the following: (i) three principles guiding connectivity (spatial, temporal, and disciplinary connectivity); (ii) two levels of reification (product and retail level) that translate this strategy into practice; and (iii) two types of connectivity (institutionalized and deliberate connectivity) that differ in breadth and origin of strategy. Copyright © 2014 John Wiley & Sons, Ltd.