Brand. Momentum. Speed.
Abstract
Purpose
To leverage the science of momentum and apply it to art of brand management.
Design/methodology/approach
Researches the brand literature. Revisits our understanding of Newtonian physics. Studies the history of brands that have experienced the power of momentum. Shares early drafts with fellow brand strategist for feedback and guidance.
Findings
Discovers that the resonance of momentum is real and memorable experience for the authors and for their readers. The authors had underestimated the number of brands that could leverage the concept of momentum to better manage and grow their brands.
Research limitations/implications
The authors believe it would be of value for the brand managers of those brands that are experiencing momentum to analyze the specific activities that are driving their brands.
Practical implications
It is the authors’ hope that brand managers will have a new lens through which to select, engage and measure brand‐building activities.
Originality/value
The authors do not believe that this information is new. They do believe that they have placed it in a context that promotes understanding and action.
Keywords
Citation
Kinsella, B. and Benson, J. (2005), "Brand. Momentum. Speed.", Strategic Direction, Vol. 21 No. 7, pp. 3-4. https://doi.org/10.1108/02580540510598945
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited