A polished, clear and helpful guide to Brand Momentum. Author Tony Lewis uses his decades of marketing experience to share a perhaps overlooked aspect of business management that has the potential to improve your company’s growth. Brand Momentum and the Brand Velocity score doesn’t rely on sales or profits, but uses public awareness and perception of your brand as a strong indicator of whether your company is thriving or not. Starting with the anecdotal account that this metric was stumbled upon by Lewis and his team, hinting at the downfall of Monarch Airlines months before the company went into administration. Lewis takes us through the core beliefs of Brand Momentum, the life cycles and fundamentals of growth, measuring brand health and more with helpful explanations, diagrams and examples using world-famous brands to showcase why they’re important. He then explains how these metrics can be applied to your company, to establish where you are now as well as tools that can be used to achieve momentum. Brand Momentum has a helpfully clear structure, with sections focusing on specific ideas so that you can refer back and round-ups to help summarise each section. This is an enlightening read for those just starting out as well as owners of all sized businesses looking for a new effective marketing plan.
The #1 Growth Metric For Every Boardroom Simple. Powerful. Predictive. Business and marketing experts agree that growth comes from acquiring more customers. Yet, in an era of performance marketing obsession, many brands have lost sight of the art of long-term brand building. Brand Momentum presents a new scientific and transformative growth system that harnesses the principles of physics to create a force more important than sales or profits: momentum. Tony Lewis uses decades of marketing experience, case studies and ground-breaking new research to unlock the secrets to achieving brand momentum. This accessible, evidence-based book introduces the Brand Velocity Score, the metric that tracks customers' perceptions of a brand's trajectory - vital for growth and ultimate success. Tony Lewis, a veteran market researcher and CEO, draws upon decades of experience, case studies, and the laws of physics to unravel the secrets of brand momentum. This accessible yet evidence-based book introduces the Brand Velocity Score (BVS), a single metric that reveals whether a brand is thriving or merely surviving. BVS not only reflects current brand perception but also predicts future trajectory. Readers will learn: The core principles driving lasting brand success Why common metrics often mislead How momentum fuels greater acquisition, loyalty and recommendation The components of the Brand Velocity Score and how to activate them The strategies to build unstoppable brands
