MARROW TO MOJO
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, internal belief, and values alignment) and energy signals (like direct traffic, share of voice, branded search, and sentiment), 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.
With decades of experience across luxury, CPG, and financial brands, we distill your brand’s Marrow into a single, powerful foundation.
Then we help you activate it – dynamically and consistently – to spark Mojo and sustain growth.