In the digital age of constant information flow, brands face the challenge of capturing fleeting consumer attention. Traditional marketing approaches built on long-term strategies often struggle in this environment, creating a pressing need for sharper, timely responses. Moment marketing has emerged as one such response, where brands align communication with real-time events, cultural shifts, or social conversations. Yet despite its increasing use, the concept lacks definitional clarity and a structured framework, leaving both scholars and practitioners with fragmented understanding. This chapter addresses that gap by presenting a clear conceptualization and a layered framework of moment marketing. The discussion begins with the evolution of the practice, tracing its journey from topical advertising and event sponsorships to today’s fast-paced, digital-first expressions. It explains how moment, whether expected, semi-expected, or unexpected to create opportunities for brands to connect through cultural and emotional resonance. The framework then introduces five interdependent layers: the Moment, Resources, Response, Engagement, and Impact. These layers explain how opportunities are identified, how internal and external factors shape responses, and how short-term attention can translate into long-term brand value. The chapter contributes in providing clarity to an otherwise vague concept, distinguishing moment marketing from related strategies like real-time and event-based marketing. For academics, it offers a foundation to advance research into cultural influence and digital consumer behavior. For practitioners, it presents a structured lens to approach timeliness with precision, avoiding reactive missteps while maximizing relevance. By framing spontaneity with method, the chapter redefines how marketing can be both immediate and meaningful.