Brand managementSeptember 28, 2026

An Era When Speed Gives Brands a Competitive Advantage—Fastvertising and Brand Management

Author: Daisuke Irikura (Representative Director, HUV DESIGN OFFICE Co., Ltd.) / MBA / Former INPIT-registered brand specialist / Delivered over 100 branding seminars and consulting engagements for B2B small and medium-sized enterprises

What You Will Learn

What fastvertising is
Why speed gives brands a competitive advantage
Why small and medium-sized enterprises can outperform large companies on speed
The brand core needed to make the most of speed

Conclusion (Summary)

Fastvertising is a marketing approach that responds quickly to trends and current events, turning attention into brand affinity. Speed alone may attract fleeting attention, but it does not build affinity. A clear brand core—its identity—is what allows a quick response to be recognized as true to the brand and become a competitive advantage.

“Time is the only resource given equally to everyone.”

Yet the ability to move quickly—how that time is used—varies significantly from company to company. We are now in an era when this difference determines a brand’s competitive advantage.

What Is Fastvertising?

Fastvertising is a marketing approach that responds quickly to trends and current events, turning attention into brand affinity. The concept was introduced by researchers at Harvard Business School in the July 2026 issue of Diamond Harvard Business Review.

It is not simply about “jumping on a trend.” It signals a change in how brands engage with society and culture.

Here is a straightforward example.

During the 2013 Super Bowl, the largest sporting event in the United States, a power outage left the stadium lights off for 34 minutes. Oreo’s marketing team immediately posted this message:

“Power out? No problem. You can still eat Oreos in the dark.”

Just one image and a few words. Production costs were close to zero. Yet the post spread almost instantly and was covered by media around the world.

Why did it work? Because it combined three elements: timing, humor, and a response true to the brand.

Why Does Speed Give Brands a Competitive Advantage?

The HBR research explains why fastvertising works: responding at speed allows brands to participate in culture. Rather than simply selling products, brands gain an opportunity to join conversations about things people care deeply about.

In other words, speed is not a matter of “advertising techniques,” but of “how brands connect with society.”

What happens when a response is slow?

Even in the same situation, a delayed response can feel behind the times. Content that misses its moment can actually make a brand seem sluggish. The brand loses not only an opportunity, but also its relevance.

What happens when a response is fast?

IKEA offers a clear example. When a fur cape worn by a character in a popular television series became a talking point, IKEA posted instructions for making the cape using one of its own rugs. Within days, the IKEA brand had become a natural part of an ongoing conversation. It joined the conversation without spending heavily. That is the power of fastvertising.

Why Small and Medium-Sized Enterprises Can Outperform Large Companies on Speed

Fastvertising is not just for large companies. In fact, it offers a major opportunity for small and medium-sized enterprises.

Large companies take time to make decisions. Legal checks, advertising reviews, executive approvals. It is not unusual for days or even weeks to pass between an event and their response.

Small and medium-sized enterprises are different. The business owner can make a decision and act immediately. This ability to move quickly becomes a competitive advantage over larger companies.

There is, however, a condition.

What Brand Core Is Needed to Make the Most of Speed?

The HBR research also emphasizes the balance between speed and relevance. Moving quickly is not the same as acting carelessly.

Pursuing speed alone erodes brand consistency. A post that feels out of character for a company can actually damage its brand.

Brand identity is essential to making the most of speed.

When you have established “who this company is,” “what it values,” and “what language and tone it uses,” you can make decisions quickly. Your brand core becomes a set of criteria for decision-making.

Oreo could respond instantly because it had a clear identity as a playful brand. Knowing what felt true to Oreo allowed the team to act without hesitation.

Conversely, a company without a brand core cannot decide how it should respond when something happens. Time passes without the company seizing the opportunity.

How Can B2B Small and Medium-Sized Enterprises Make the Most of Speed?

Fastvertising may seem like a B2C approach, but it can also be applied to B2B.

Respond quickly to industry news When industry news breaks, legislation changes, or technology evolves, promptly share commentary from your company’s perspective. This builds the perception that “HUV is the company to ask about this field.”

Address client challenges in a timely manner When a client reaches out for advice, a company that delivers a proposal quickly inspires a very different level of trust from one that is slow to respond. This, too, is an aspect of the ability to move quickly.

Share information through BNI and industry communities Sharing timely information and insights builds the perception that you are attuned to current conversations.

Summary

Fastvertising is an approach that responds quickly to trends and current events, turning attention into brand affinity. At its heart, however, is the combination of the ability to move quickly and a clear brand core.

Speed alone may attract fleeting attention, but it does not build affinity for a brand. A clear brand core allows quick responses to be recognized as true to the brand.

For small and medium-sized enterprises, speed is one of their greatest competitive advantages. But making the most of that speed requires a brand identity that clearly establishes who they are.

Time is given equally to everyone. How you use it is what sets your brand apart.

Frequently Asked Questions

Q: What happens when fastvertising goes wrong? A: A response that contradicts your brand identity can feel out of character and risks damaging the brand rather than helping it.

Q: What should small and medium-sized enterprises keep in mind when starting fastvertising? A: We recommend first clarifying your brand identity—who you are and what you value. Responding without a clear brand core leads to inconsistency.

Q: Is fastvertising on social media effective for B2B companies too? A: In B2B, fastvertising is less about generating a splash and more about offering expert commentary on industry news or demonstrating responsiveness itself.

Translated from the original Japanese article. Read in Japanese

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