Brands That Momentize, Monetize

Let’s travel back in time.

Fifty years ago, everyday activities like landing on the
runway, shopping for clothes, taking bread out of the oven or receiving a
package from a friend, were just ordinary, fleeting experiences.

And then the world flipped.

Now, thanks to the beauty of technology, thanks to the
connection economy and thanks to the new social norm of digital sharing, the concept of the moment hasn’t changed,
but the shelf life of the moment has completed
inverted.

What once disappeared like a fart in the wind now lasts
forever.

And if we were smart, we’d dip our toes into that stream and
ask one brave question.

What moment do we want
to own?

In the daily life of our customer, what is the specific
microexperience – be it emotionally, physically, mentally or spiritually – where
our brand intersects with the customer’s need and somehow improves their
condition?

If we can pinpoint and own that moment, checkmate.

Brands that momentize, monetize.