ChangeUp's New Book: A Story About Pull, Not Push

ChangeUp is launching a new chapter, not just with a book, but with a new story for its own brand. On January 14, 2026, the agency announced the release of The Brand Vortex: The Guide to Branding with Gravitational Pull, a work by its co-founder and Executive Director of Strategy, Bill Chidley. This is more than a product launch; it's a strategic pivot, positioning ChangeUp from a design execution shop to a thought leader in a new paradigm.

The core thesis is a direct challenge to traditional branding. Chidley argues that brands win not by shouting louder, but by feeling right. His framework, built on behavioral science and real-world brand experience, introduces the concept of "gravitational pull." In this model, the strongest brands aren't static identities or storytelling platforms. They are dynamic systems of force that shape how people feel, decide, and act-often before they are consciously aware of it. The book's purpose is to bridge the gap between brand theory and execution, showing how gravitational brands come to life through design, retail environments, customer experience, and behavior-driven strategy.

This is the narrative ChangeUp is now selling. It's a story of a quiet force-gravity-over the noisy push of persuasion. For over forty years, Chidley has helped brands find their center of gravity. Now, his book crystallizes that journey into a new language for the industry. It reframes brand building as about alignment: between what a brand says, what it does, and how it makes people feel. The message is clear: in a world of choice and marketing noise, brands that earn trust through clarity and consistency become the obvious, instinctive choice. This is the new story ChangeUp is telling, and it's one that starts with its own evolution.

The Story's Strength: Resonance and Market Validation

The narrative of gravitational pull is powerful, but its credibility rests on real-world practice. ChangeUp's own work provides the validation, showing that the theory isn't abstract-it's been tested and proven with major brands.

The agency's foundational research, the 2025 Experience Report, is a direct application of its core thesis. It measured the "resonance power" of over 200 brands, not through traditional sales figures, but by evaluating the emotional and experiential dimensions that create lasting loyalty. This methodology-using AI-powered sentiment analysis of hundreds of thousands of reviews to gauge dimensions like unprompted visit desire and substitutability-is the operational definition of "pull." It's the data engine behind the story, proving that brands win by creating a feeling that makes them the obvious, instinctive choice.

This framework delivered tangible results for a key client. ChangeUp's work with Zaxbys was recognized as QSR's Transformational Brand of 2025. The award cited the bold strategy, refreshed identity, and immersive guest experience the agency helped bring to life. This isn't just a testimonial; it's a third-party validation that the agency's approach-designing for gravitational pull-can drive measurable business transformation and national expansion.

The strength of the narrative is further cemented by the roster of brands ChangeUp has partnered with. Its client list includes Burger King, BP, Subway, and Discount Tire, among others. These are not startups or niche players. They are established, category-defining companies that have entrusted their brand evolution to ChangeUp. This established credibility is the ultimate market validation. It signals that the agency's story of quiet force over loud persuasion is not just compelling theory, but a proven practice that major corporations are willing to bet on.

Together, the research, the award, and the client list form a cohesive picture. They show that ChangeUp's new story is not a marketing gimmick, but a lived reality. The agency is demonstrating that the brands with the strongest gravitational pull are the ones that earn trust through alignment and consistency. That's the narrative that's now being told-and it's backed by the results.

The Financial Narrative: From Story to Revenue

ChangeUp's new book is a masterstroke of narrative building, but the ultimate test is whether it can convert this compelling story into financial momentum. The agency is at a critical juncture: a Series A company with $4.05 million in funding, operating in a crowded field of over 97,000 competitors. This is a growth phase where thought leadership isn't a luxury; it's a necessity for differentiation and scaling. The Brand Vortex provides the perfect tool to attract clients and command premium fees.

The book's immediate financial potential lies in lead generation and positioning. By publishing a definitive work on a novel, science-backed framework, ChangeUp elevates its founders from service providers to industry authorities. This amplifies their expertise, making the agency a more credible partner for brands seeking strategic transformation. The goal is clear: use the book to secure higher-value, long-term consulting engagements. The narrative of "gravitational pull" and "gravitational coherence" offers a unique, sticky language that can be applied to client projects, framing ChangeUp's services not as design work, but as essential strategy for building brands that win by feeling right.

Yet, the market will judge this story by its execution. The risk is that the powerful thesis remains theoretical, a compelling book without consistent real-world results. For the narrative to hold, ChangeUp must demonstrate that its own projects achieve the "gravitational coherence" it preaches. Each client success-from Zaxbys to Burger King-must be a case study in alignment, where the brand's strategy, design, and experience work as a unified system that pulls customers in. If the firm's work consistently delivers this kind of integrated, behavior-driven impact, the book becomes a self-validating sales tool. If not, the story risks becoming a costly intellectual exercise.

The bottom line is that the book is a powerful catalyst, but the financial narrative depends on follow-through. It provides the language and the proof points to attract clients in a growth phase. The real story, however, will be written in the results of the next wave of projects. Can ChangeUp consistently deliver the gravitational pull it promises? That's the question the market will answer with its contracts and budgets.

Catalysts and Risks: What to Watch

The bullish narrative around ChangeUp's new book is now live. The story of gravitational pull is compelling, but the market will watch for concrete signals to see if it gains real traction. The near-term catalysts are clear: new client announcements and expanded contracts from existing partners. If the book's release leads to a measurable uptick in high-profile wins or larger retainers from its roster of major brands, it will be a powerful validation that the narrative is resonating. The firm's established relationships with companies like Burger King and BP provide a ready-made pipeline for this kind of follow-through.

Equally important is the book's reception in the industry. Watch for media coverage, speaking invitations, and social media buzz that amplify the "gravitational pull" theory. Does it spark discussion among other strategists and designers? Is it cited in articles about brand evolution? The goal is for the concept to move from a firm's internal framework to a shared language in the field. Positive industry traction would signal that ChangeUp's story is not just a sales pitch, but a genuine contribution to the branding canon.

Yet, the key risk is a narrative violation. The entire thesis hinges on the idea that brands win by feeling right and creating a unified, instinctive pull. If ChangeUp's future projects fail to deliver this promised "resonance," the story unravels. The firm must consistently demonstrate that its work achieves the "gravitational coherence" it preaches. Each new client engagement must be a case study in alignment, where strategy, design, and experience work as a single system to create that quiet force. Without these real-world results, the powerful book risks becoming an intellectual exercise that doesn't translate into client value.

The bottom line is that the book is the catalyst, but execution is the contract. Investors and clients will be watching for the signals that prove the story can be lived. New business wins and industry buzz are the green lights. A string of projects that miss the mark on resonance would be the red flag. For now, the narrative is set, but its future depends entirely on what ChangeUp does next.