Why Brand Managers and Marketing Directors Need Brand Momentum Now

Before They Run Out Of Steam

We understand that brands must keep moving forward. The key difference between a successful brand and one that becomes irrelevant often comes down to one crucial factor: momentum. Increasing marketing expenditure to build momentum (looking at Adidas and John Lewis as recent examples) and change perceptions around brand value is a tried and tested strategy. But it’s a short-term fix for what needs to be a long-term solution. This is where Brand Momentum by Tony Lewis becomes an indispensable resource, delivering the insights, strategies, and innovative concepts that brand and marketing managers need to stay ahead, drive growth, and avoid the costly trap of stagnation.

The Brand Velocity Score (BVS): A Game-Changer

One of the most groundbreaking concepts in Brand Momentum is the introduction of the Brand Velocity Score (BVS) – a metric that is as a powerful indicator of a brand’s growth potential. Unlike traditional metrics that focus on historical data, BVS captures how well your brand is moving forward. It looks beyond the short-term boost in marketing spend, and instead assess factors such as market engagement, emotional connection, and the strength of your brand’s value proposition. This unique score enables brand managers to spot opportunities, identify challenges, and make strategic decisions that keep their brand moving forward.

Avoid the Trap of Brand Stagnation

The truth is many brands become victims of their own success. They establish a strong presence, gain loyal customers, and then fall into a pattern of complacency, thinking they’ve ‘made it.’ However, Tony Lewis emphasises that a brand is never truly finished – it’s an ongoing journey that requires constant nurturing, innovation, and adaptability. By reading Brand Momentum, brand managers, business owners, and marketing professionals will learn how to avoid this trap and keep their brand’s energy alive, vibrant, and engaging.

 Insights from Real-World Case Studies

Brand Momentum is packed with case studies that demonstrate how even well-established brands can face the risk of stagnation if they fail to adapt. Tony Lewis shares real-world examples of brands that lost momentum due to a failure to innovate, as well as inspiring stories of those that successfully reignited their growth. These insights provide valuable lessons that can be applied to your brand, regardless of the industry. Here’s a prime example taken straight from the horse’s mouth (the book):

Case Study 1: Youth Employment Sector – Jobcentre Plus vs. Indeed & LinkedIn

While exploring brands within the youth employment sector, the differences in BVS revealed why some brands gain traction while others fall behind. Brand Momentum shares an insightful comparison of Jobcentre Plus, a government-run service, and its private-sector counterparts, Indeed and LinkedIn. At the time of measurement, Jobcentre Plus had a low BVS of 51, indicating its struggle to engage and retain its audience.

Indeed and LinkedIn, on the other hand, exhibited high BVS scores of 69 and 72, respectively. These high scores predicted significant increases in awareness, interest, and usage in the following year. And that’s exactly what happened: LinkedIn’s awareness rose from 57% to 64%, while Indeed saw an increase from 58% to 67%. Usage grew by 7 million users for LinkedIn and 5 million for Indeed, whereas Jobcentre Plus experienced a drop from 6% to 4%.

This case study demonstrates how BVS serves as a reliable predictor of brand health. Brands with high BVS maintained momentum, gaining more users and staying relevant, while Jobcentre Plus, with its low BVS, faced a decline in both awareness and usage. For brand managers, this reinforces the lesson that ignoring your brand’s velocity can lead to stagnation or even decline.

The Power of Emotional Connection

In an era where consumers are overwhelmed with choices, establishing an emotional connection with your audience is more crucial than ever. Brand Momentum delves into how to build and sustain this connection, helping brand managers understand the psychology behind consumer decisions. By mastering this art, you’ll not only maintain brand loyalty but cultivate advocates who will actively endorse your brand to others.

Practical Strategies for Immediate Impact

Tony Lewis doesn’t just share theories – Brand Momentum offers actionable strategies that can be implemented instantly. From refining your brand’s messaging to harnessing the power of social proof, the book provides step-by-step guidance on how to create campaigns that drive engagement, build trust, and maintain momentum. These strategies are invaluable for brand and marketing managers looking for tangible ways to achieve measurable results.

Don’t Let Your Brand Fall Behind

The marketplace is littered with once-great brands that failed to keep up with the times, that failed to take an accurate temperature of its audience, that made bad decisions about who they hired to be brand ambassadors or lingered too long on out-of-date messaging. Brand Momentum offers the knowledge, tools, and insights you need to ensure your brand doesn’t become another cautionary tale. This isn’t just another marketing book – it’s a comprehensive guide to maintaining brand relevance, growth, and vitality in a world that’s constantly changing.