Maintaining brand relevancy requires a delicate balance between consumer trust and active cultural engagement. According to a new report from The Harris Poll company QuestBrand, brands walk a fine line. Playing it safe can build trust but may not generate conversation. Conversely, aggressive social media activity can boost visibility but also increase risk. The report introduces “Brand Momentum,” a metric measuring consumer perception of a brand’s trajectory. A score of 20% or more indicates consumers view the brand as “rising.” This metric correlates with key performance indicators, showing that sustained brand relevancy is crucial for long-term success. Data is collected daily from a representative pool of U.S. consumers.
The report highlights contrasting cases. Shein maintains a 23% momentum score despite growing scrutiny over labor practices. Its success stems from viral TikTok “haul” videos and influencer partnerships that capitalize on microtrends. Conversely, Temu, with a similar low-price strategy, scored 27% momentum initially but could not sustain it. It faced consumer trust erosion due to regulatory issues and quality concerns. “Marketing can only get you so far,” said QuestBrand’s Justin Pincus. This illustrates that while social media can create awareness, deep-rooted trust and product quality are essential for enduring brand relevancy. Legacy brands like Carhartt demonstrate how combining heritage with modern trends can sustain momentum.
The Mechanics of Brand Momentum
QuestBrand’s “Brand Momentum” metric is central to understanding brand relevancy. It tracks changes in consumer beliefs about whether a brand is rising or falling relative to competitors. Momentum is volatile, especially for brands reliant on social media trends. Younger consumers, in particular, form perceptions quickly based on social content. A high momentum score indicates a brand is successfully shaping culture and conversation. However, momentum without underlying “equity”—trust, quality, and consideration—can evaporate rapidly. The data suggests that the most resilient brands build momentum on a solid foundation of consumer trust while actively participating in cultural dialogues. This dual approach protects them during controversies and sustains growth during shifting trends.
Case Study: Shein’s Viral Strategy Versus Temu’s Setback
Shein and Temu provide a powerful comparative study in brand relevancy. Both employ similar strategies: ultra-low prices, heavy social media advertising, and fast-fashion models. Shein has maintained a 23% momentum score by mastering TikTok’s influencer ecosystem. It turns microtrends into immediate inventory, creating a constant stream of fresh, viral content. Controversies exist but have not significantly derailed its cultural cachet with its core young audience. Temu also achieved high initial momentum (27%) through massive ad spend. However, it could not recover from a loss of trust linked to quality and regulatory problems. The difference underscores a key insight: viral awareness is not enough. Sustainable brand relevancy requires that initial buzz be backed by a trustworthy product experience; otherwise, momentum collapses as quickly as it rose.
The Role of Legacy and Quality: Carhartt’s Example
Legacy brands can also achieve high brand relevancy by leveraging their history. Carhartt, with a 26% momentum score, has successfully expanded from its blue-collar roots into streetwear and youth culture. Its strategy combines a legacy of quality and durability with modern marketing and collaborations. This gives it a unique advantage: deep consumer trust provides a stable foundation, while cultural engagement through new channels drives momentum. Carhartt’s case shows that heritage is not a barrier to relevance. Instead, it can be a powerful asset if a brand is willing to adapt and speak to new audiences. The brand answers Pincus’s rhetorical question: “What’s the value of having high trust if nobody knows who you are?” It proves the ideal is having both high trust and high cultural visibility.
The Pitfall of Ephemeral Momentum: Peloton’s Lesson
The QuestBrand report uses Peloton as a cautionary tale. The brand experienced explosive growth and momentum during the pandemic lockdowns. However, it lacked the depth of consumer trust and quality consideration to withstand the shift back to gyms. Its momentum proved ephemeral because it was built on a circumstantial trend, not a resilient brand foundation. “Equity keeps you standing when that bubble bursts,” Pincus noted. This lesson is critical for digitally-native brands that achieve rapid growth via social media. They must use that initial momentum to build lasting relationships and product loyalty. Otherwise, they risk being a passing fad. Sustainable brand relevancy requires converting buzz into enduring equity before the cultural spotlight moves on.
Strategic Imperatives for Modern Brand Leaders
The report outlines clear imperatives for maintaining brand relevancy. First, brands must actively cultivate both trust and cultural conversation; one cannot sustainably exist without the other. Second, social media is a double-edged sword—essential for engagement but a source of rapid reputational risk. Third, product quality and corporate integrity are non-negotiable backstops; marketing cannot compensate for their absence. Finally, legacy brands must continually reinvent their cultural relevance, while new brands must rapidly build trust beyond their initial viral moment. The ultimate goal is a positive Brand Momentum score supported by deep equity. This balance allows brands to navigate controversies, adapt to trends, and remain meaningful to consumers over the long term, transforming momentary attention into lasting allegiance.
