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Brand. Momentum. Speed.

Bret Kinsella, Joseph Benson

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 July 2005

2522

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

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