SYSTEM ENGINE: Priciple 5 - BRAND MOMENTUM
priciple 1 | priciple 2 | priciple 3 | priciple 4 | priciple 5 

Principle 5: Maintaining momentum going forward

Brand momentum is about movement, direction and consistency in the brand promise, the value proposition and in providing marketing support

Too often marketing information looks backward, at what has gone before, and the marketer must infer from this, how to take the brand forward. This need not be so – there are several and varied sources of information that generate leading factors, as opposed to lagging factors, that can assist the marketer to anticipate the future prospects of the brand.

Brands that have Momentum have a sense of going forward amidst constant market change. They stay relevant, anticipate events, establish a clear direction and follow a purposeful vision.

Brand Momentum is about movement, direction and consistency in…

    - the value proposition of the brand
    - the delivery of the promise, and
    - the provision of marketing support.

But, very importantly, momentum is also about how compelling the impetus of these forces are, and the extent that they deliver prospects for improving value.

These are the “leading factors” that make up Brand Momentum as measured by the MarketFORENSICS™ System, and which provide a sense of the brand going forward: