Position Your Brand At The L1 Point

Lately, I’ve been thinking about Lagrange Points. These are fascinating points in space, relative to two orbiting bodies (earth/moon, sun/earth, etc.), where gravity and centrifugal force combine to establish remarkable balance and equilibrium. Commonly, there are five such points but, not being a mathematician, the only one I clearly understand is L1, the point at which the earth’s gravitational pull is balanced by that of the moon. Anything positioned there, like a satellite or a space station, would remain virtually fixed in space relative to the constant dancing of the two orbs, which are always in perpetual motion. And, because I am who I am, that made me think of branding. Because brands are really the relationships between marketable assets and their markets. And, like the earth and the moon, the asset and the market are always changing, always in motion. Read more.