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Beyond creative intuition.™

Momentum

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Many companies misinterpret Momentum. There's this belief that it's a "consequence" of marketing activities. When in reality, Momentum is the "marketing."

Or rather, that's how we think of it at Charley + Company. But for a more concrete definition, we see Momentum as something conscious:
A series of "forward-progress" communications, with the purpose of producing three results:

• Improved awareness of mission
• Improved visibility of product
• Accelerated acquisition of new customers

The best way for an organization to reach these objectives successfully can be summed up with two words — "cultural trends."

That is, a company must have the foresight and fortitude to see where consumers are going, where the market hasn't met them—and become a first-adopter of a cultural trend or movement (so as long as it doesn't contradict their present value system).

Here's an example.

Our Charley + Company founder gave meaning to the Momentum concept following his observations at a Fortune 150 Financial. That trend was simple: As the 2020s approached, people wanted a modern banking experience. One beyond traditional standards set by old bank environments. Momentum by the Fortune 150 Financial meant reinventing this "Old Banking" concept.

Their answer was "Cafés."

Concepted by the company to be the bank alternative, these new (coffee-shop-like-banking) Cafés were built in locations around the U.S. market. They provided a more comfortable banking experience (coffee and Café amenities included), with many of the same financial services.

In this scenario, Momentum looked like:

• Improved awareness of mission: Leading the transition towards a more modern banking experience (cultural trend)
• Improved visibility of product: Building brick-and-mortar Cafés in national markets
• Accelerated acquisition of new customers: Cashing in on community foot-traffic, giving individuals an accessible way to sign up for a financial service

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