What brands can learn from gravitational waves

Gravitational waves are produced by moving, accelerating mass that are assymetrical and non-spherical.

Every single piece of mass in the universe is producing gravitational waves - detecting them though, is where things get difficult.

Which is why, most gravitational waves, or even the existence of that concept, was proved when they managed to detect two black holes collapsing into each other. It was a celestial dance that literally sent waves across the universe.

Now imagine brands having such waves. Every brand is producing some sort of a wave. But the faster the motion and acceleration, the bigger the wave and easier to spot them. D2C brands or digital first brands think they are creating a lot of waves but fail to realize that they are in a field with some of the heaviest brands that have huge gravity and mass. They are brands that are in constant motion. They attract huge crowds and their waves are louder and more easily detectable. The waves of these smaller players usually get drowned out by these heavy ones.

If brand equity were to be measured by the 'gravitational force' the brand has, which is basically it's mass and it's power of attraction, then it would be perfect to assume that the more asymmetric the motion, the higher the waves. It's not that bigger brands can create louder waves, it's asymmetric motion, and acceleration that help cause louder ripples.

So, for a small brand to make waves - it needs to find a louder brand to collide with, create a new category, a new model etc.

Big brands can, unfortunately, remain undetected if not constantly moving.

Movement/motion for brands isn't away from consumers, but are accelerating away from competition. Any movement contributing to that, is definitely creating some waves.  

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