strategy · digital

Lockheed Martin

6 signals tracked across the brand, design, and culture press.

Peak Signal

▲ 12 pts this month

Peak Score

83.8

Avg Score

Total Signals

Coverage

Medium

Score Trend

+12 pts

Signal Score History

Brand Dimensions

Visual Identity

8.0

Cultural Resonance

7.6

Strategic Positioning

6.9

Trend Velocity

8.3

Recent Signals

FastCompanyApr 28

Anduril isn’t just building the future of warfare; it’s redesigning it

Anduril is redefining the defense industry by integrating innovative design principles into its product development and marketing strategies, aiming to create a brand that resonates with modern consumers and military buyers alike. By positioning itself as a forward-thinking company akin to tech giants like Apple and SpaceX, Anduril seeks to reshape perceptions of military technology, making it more appealing and aspirational for a new generation. This approach emphasizes the importance of design in every aspect of the business, from product aesthetics to user experience, ultimately aiming to foster a sense of confidence and excitement around its offerings.

↑ Rising

FastCompanyApr 13

That ‘quantum heartbeat detector’ allegedly used to find the lost US pilot? Experts are skeptical

The article highlights skepticism surrounding the alleged use of a groundbreaking technology, Ghost Murmur, purportedly developed by Lockheed Martin's Skunk Works to detect human heartbeats from great distances. For brand strategy, this situation underscores the importance of credibility and scientific validation in technology claims, especially for military and defense brands, where innovation must align with realistic capabilities to maintain trust and authority in the market.

◎ Emerging

FastCompanyApr 23

Palantir is dropping merch and stirring pots

Palantir's foray into fashion with its chore coat reflects a strategic attempt to reshape its public image and align its branding with lifestyle elements, despite facing criticism for its design choices and the implications of its corporate identity. This move highlights the growing intersection of technology and fashion, suggesting that brands can leverage merchandise to cultivate a more relatable persona while navigating complex public perceptions.

◎ Emerging

FastCompanyApr 7

NASA to Artemis II: ‘Use a T-shirt to block the sunlight’ in our $24 billion spaceship

The challenges faced by NASA's Artemis II mission highlight the importance of anticipating practical issues in brand strategy, particularly in high-stakes environments. The unexpected reliance on makeshift solutions, like using T-shirts to block sunlight, underscores the need for thorough design considerations and contingency planning in product development. This incident serves as a reminder that even well-funded and advanced projects can encounter unforeseen complications that impact user experience and brand perception.

◎ Emerging

FastCompanyApr 2

How NASA designed the Artemis II space suits for a worst-case scenario

NASA's design of the Orion Crew Survival System (OCSS) suits for the Artemis II mission emphasizes the importance of safety and functionality in brand strategy, particularly in high-stakes environments. By integrating advanced life support features and emergency protocols directly into the suits, NASA showcases how innovation and user-centric design can enhance brand trust and reliability in critical missions.

◎ Emerging