To determine momentum you multiply an object’s mass by its velocity. But how do you calculate the momentum of an intangible object like a brand?
I wrote last month that manufacturing momentum can be slowed by a pessimistic mindset. Allowing factors out of your control to weigh on your mind can negatively affect your ability to manufacture your brand’s momentum. At the same time, momentum can cease being built with false optimism. Lying to yourself about the momentum of your brand prevents you from progressing as well.
What we need is a way to measure the momentum of our brands to give us the confidence to continue to invest in manufacturing the momentum. While there may not be a mathematical equation to determine a brand’s momentum, I believe there are five indicators that can give us a strong idea of its progress.
1. Have you sold more through this same time last model year? In other words, have you sold more units, increased your overall revenue or netted more profit July ’25 through February ’26 compared to July ’24 throughFebruary ’25?
- Many of us are used to gauging the progression of our brands on unit sales made at boat shows, but that is only one piece of this sales indicator. If we have succeeded in our goal to make sales before the shows, boat show deposits will likely be down. The boat show sales metric alone could be misleading.
2. How many non-current Centurions and Supremes do you have in inventory now compared to this time last year?
3. What is your local market share?
4. Have you converted more customers from competitive product into our brands this model year compared to last?
- Another question to ask for this indicator is how many competitive products have you consigned or taken in on trade compared to this time last model year?
5. What have your conversations with potential customers been like this model year compared to last?
- Most of you know I talk a lot, but you may not know that I talk to a lot of prospective and existing customers. I make notes related to this indicator every year, especially during boat show season. Cataloging customer conversations helps me prove or fail our marketing and sales strategies as a manufacturer. Through these conversations I pick-up on general sentiment about our brands. In 2015, the conversations normally included a statement like, “I have never heard of Cen-tur-on. What kind of boats are these?” In 2019, “My family and I are getting into wake surfing and I heard Centurions and Supremes make great waves.” In 2022, “We need a surf boat for this summer.” In 2026 the conversation has changed to, “I know Centurions and Supremes are the best surf boats, but I had no idea the interiors were this nice. Is that the price? I thought it would be much more.”
Evaluating these indicators for your brand should give you the confidence you need to know that our momentum is building. This is the measure of our brands’ momentum and the results should give us all the confidence to continue to manufacture momentum at every opportunity. It is working!
Amy Mauzy
Vice President of Marketing and Brand Direction