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
We are devoted.
LIGHT+CO is the only agency that specializes in all of the ways to unlock value and accelerate growth for heritage brands.
In great company.
An early mover in virtual collaboration and remote creativity, we’ve been building our team of world-class strategists, creatives, and technical experts since 2014. The result is a proven and award-winning team of over 100 collaborators who’ve advised and revitalized some of the world’s most iconic and time-tested brands.
Strategically led.
Most independent agencies are led by creative directors. LIGHT+CO – founded and led by a seasoned strategist, former managing partner of a serial AdAge "Agency of the Year," and trusted advisor to iconic global brands – begins and ends with our clients' desired business outcomes.
Our Services
RESEARCH + INSIGHTS
BRAND + MARKETING AUDITS
BRAND STRATEGY
MARKETING INVESTMENT ANALYSIS
VISUAL IDENTITY SYSTEMS
VERBAL IDENTITY + STORYTELLING
SONIC + MUSICAL IDENTITY
MUSIC
CONTENT CREATION - ALL MEDIA
CAMPAIGN MANAGEMENT - GLOBAL
MEDIA PLANNING/BUYING
ACTIVATION, ANALYTICS + OPTIMIZATION
WEBSITE DESIGN
Categories and brands our team has advised
Specialized Expertise
