ChangeUp, a prominent retail design and brand strategy agency based in Dayton, Ohio, has officially launched a new book titled The Brand Vortex: The Guide to Branding with Gravitational Pull. Written by Bill Chidley, the agency’s Executive Director of Strategy and Co-Founder, the book presents an innovative framework aimed at reshaping how brands engage with consumers.
The central theme of The Brand Vortex revolves around the concept of gravitational pull rather than traditional persuasion techniques. Chidley draws upon insights from behavioral science combined with extensive real-world brand experience to offer readers a fresh perspective on brand strategy. This approach emphasizes the importance of understanding consumer behavior and how brands can create a magnetic influence that naturally attracts customers.
Exploring the Framework of Gravitational Branding
Chidley’s framework is designed to help brands develop deeper connections with their audience by focusing on the intrinsic motivations that drive consumer choices. By applying behavioral science principles, the book outlines strategies that allow brands to resonate more effectively with their target market.
The author argues that in today’s competitive landscape, simply persuading consumers is no longer sufficient. Instead, brands need to cultivate an environment where consumers are drawn to them organically. This shift in thinking aims to empower brands to foster loyalty and increase engagement by aligning their messaging with the values and aspirations of their consumers.
Industry Impact and Reception
Since its release on January 14, 2026, The Brand Vortex has garnered attention within the marketing and branding communities. Industry professionals are beginning to recognize the potential of Chidley’s insights, which could lead to transformative changes in how brands approach their strategies.
ChangeUp’s commitment to innovation is evident in this publication, as it seeks to position itself at the forefront of branding thought leadership. The agency’s previous work has already made significant contributions to the retail design sector, and this book further solidifies its reputation as a pioneer in the industry.
Chidley’s expertise, coupled with ChangeUp’s established credibility, positions The Brand Vortex as a valuable resource for marketers, brand strategists, and business leaders aiming to enhance their branding efforts in an increasingly complex marketplace.
As brands continue to navigate the evolving landscape of consumer preferences, Chidley’s work may serve as a guiding light for those looking to harness the power of gravitational branding, ultimately transforming how brands connect with their audience.
