The many facets of branding continually fascinate me, and how we, the consumers, are motivated to establish relationships with companies and their products or services. Many of these developments take place in our subconscious and happen over time. Another element of branding that can’t be planned or controlled is when a product or business hits its groove and begins to experience brand momentum in its marketplace. I am most intrigued by this phenomenon because momentum usually acts as a reward for a good marketing plan “taking on a life of its own”, where the results and overall return begin to exceed the efforts being put forth. If you can get your messaging, timing and frequency all in alignment, you may be able to sit back and watch the spark of this untraceable element called momentum.