Product Branding Success: Momentum Location Intelligence

Momentum has undeniably the best market study product available to all but the largest players in the credit union industry. A great market study is a make-or-break component of a branch network strategy as increasing consolidations, heavy competition, and a digital revolution that threatens to transform financial products into commodities.

The problem?

Many companies are selling market studies that may not deliver on the promised benefits, and without a distinct product identity why should they choose Momentum’s offering?

I pushed for the productization of the market study and led the effort to develop a distinct brand identity and logo.

Momentum Location Intelligence combines the strongest proprietary dataset available to the financial industry at large with an ensemble of hundreds of machine learning models and is backed by the expertise of data scientists with decades of experience in the industry. Instead of using gut feeling or crunching the numbers of individual locations in Excel, thousands of scenarios across a market are fed into the pipeline to be forecasted and ranked on a variety of success metrics.

And it’s not just a report that’s dropped off for the client to activate. Momentum’s team interprets the results and builds a Branch Network Strategy that aligns the findings of the market study with the client’s goals and internal knowledge of the market.

The product itself never changed, it was always this good.

But when we activated this brand Momentum leapfrogged the competition and became THE industry leader in market studies. It became a major lead source.

The success metric was not market studies closed. Far from it, Momentum is a design-build company and the core business is delivering built environments for clients.

A successful activation of this brand meant driving core business growth. And this was an overwhelming success.

Many of the clients who enter the sales pipeline as only market study clients convert to design-build clients after experiencing the great working relationship. Including many of Momentum’s biggest clients, such as ORNL Federal Credit Union.

You’re reading this because you’re evaluating me for a Marketing Manager or similar role, and what I’m hoping that you take away from this is an understanding of how I’m able to think outside of the box to drive business growth. Any marketing professional can handle the day-to-day of the role just fine. But I can elevate the role. I can see opportunities for growth hidden in the weeds. And even if at the surface it seem like a wasted effort at best or a recipe for loss, I might just be able to find a way to transform that into a branding advantage that grows your business exponentially.

Written without any use of AI.