Creating marketplace energy from brand heritage.
At LIGHT+CO, we are experts in brand heritage – building it, measuring it, and converting it into current and future traction and growth for our clients’ business.
We have studied and advised countless iconic brands – from consumer goods like Heinz, Coca-Cola, and Old Spice; to luxury brands like Steinway & Sons pianos, Juliska, and Crane; to financial services brands like Rockefeller Capital Management and JP Morgan – and we have built a model that helps brands quantify and optimize two critical factors:
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Marrow is a brand’s DNA – the deep, authentic equities built over time. It’s what makes a brand distinct, trusted, and hard to copy.
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Mojo is a brand’s energy – its currency and momentum in today’s fast-moving marketplace. It’s what gets you noticed, shared, and chosen.
The secret to building a lasting brand is to strike the optimal balance between Marrow and Mojo, enabling current sales performance and long-term brand vitality. Grounding bold moves in your brand’s deepest truths.
That’s where we come in.
The Marrow x Mojo Model™:
The Marrow x Mojo Model™ is our proprietary framework for diagnosing and optimizing brand vitality over time.
By clustering brand equity indicators (like trust, familiarity, longevity, and heritage markers) and energy signals (like direct traffic, branded search, and social and cultural visibility), we create a composite scorecard that maps where your brand stands, and where it can go. Each metric is weighted and benchmarked against industry norms, allowing us to guide strategic investment and track ROI across both short-term campaigns and long-term brand health.
Measure what matters. Build what lasts.
WHY LIGHT+CO
Our people.
Since our founding in 2014, we have assembled a CURATED COLLECTIVE of the industry’s top talent – creatives, strategists, digital marketing experts, and other specialists who have advised some of the world’s most iconic and enduring brands.
Our expertise.
We are the only agency who specializes in building and growing heritage brands. We have a proprietary method for converting a brand’s MARROW (i.e. brand equities) into MOJO (i.e. marketplace relevance and traction).
Our flexible, scalable model.
Our flexible, agile model makes us an ideal partner for brands large and small. From small-scale consulting projects to full-scale agency support, we craft our engagements to fit each client’s budgets and goals.
Categories and brands our team has advised
Specialized Expertise
