Welcome to Brands in Motion. Our study that uncovers a new metric of brand performance, debunking the value of brand positioning in place of brand motion. The study revealed four new realities brands face in today’s business environment and a construct to help brands manage their motion relative to environmental forces pressuring them. All brands are in motion relative to the geography that they operate in, the industry they are a part of, and the stakeholders critical to their success. By measuring motion at all three of these levels, brands can harness the motion to create forward momentum.
So what does that all mean? Well, in today’s business landscape there’s some bad news — your brand never had control over your environment. Environments move at accelerated paces and are at the mercy of a web of factors from regulation and economics, to competition, culture and more. All of this leaves brands without control and renders brand positioning a static approach to a world in motion.
And if that’s not reassuring, guess what — not only did you never have control, but today you have even less thanks to the emergence of disruption — you know, what happens when someone does something that leaves you or your brand feeling like old news. Not really what brands aim for.
This may all seem a bit scary, but there’s some good news because less control can actually mean more opportunity. One need only look as far as on-demand healthcare, autonomous driving and more to see how commercial enterprise and consumer-empowering market shifts create brand opportunity on massive scales.
We believe all this motion talk boils down to this: Are you propelling your brand or is someone or something propelling your brand? Or is it both?
If your brand isn’t harnessing the motion that drives it, all the positioning in the world can’t save you. It’s time to find your momentum and get moving.
To take the first step forward, download our Brands in Motion report below. If you like what you see, fill out our connect form below and let’s talk.