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Brand Velocity Connects Brand Equity Growth to Accelerated Projects

Brand Velocity, Inc., a consulting firm specializing in Accelerated Projects, has identified and emphasized in large organizations that Brand Equity growth is the result, not the source, of competitive advantage. By moving faster Brand Velocity has concluded that companies can improve their competitive positions, financial results, and market values.

“The equity equation is clear,” says Jack Bergstrand, CEO of Brand Velocity, Inc. “Equity growth is a byproduct of better long-term earnings growth; better long-term earnings growth is driven by sustainable improvements; and sustainable improvements require Accelerated Projects.”

Brand Equity growth requires a clear vision and product advantages, but it also requires a continually improving business system. This is where Accelerated Projects matter most. Accelerated Projects are an important driver for sustainable competitive advantage and Brand Equity growth. This Brand Equity growth will ultimately be fueled by business system improvements as your brand reflects your vision, your product, your system, and your relationships.

Technology projects often undermine Brand Equity growth because they are almost never accelerated at the start. In fact, just the opposite is true—with large technology projects under-delivering or failing completely more than 70% of the time. For technology to enable, let alone drive, Brand Equity growth, Brand Velocity, Inc.’s experience is that large technology projects need to be accelerated. They need to be conceived and implemented using a combination of senior experience on the ground, organizational independence, and an accelerated project management approach.

The velocity of a company’s Brand Equity is ultimately linked—to a significant degree—to how well companies can implement large enterprise technology projects. When companies make a major information technology investment, it is critical, according to Brand Velocity to always ask the direct but critical Brand Equity growth question, “Will this be an Accelerated Project?”