Brand Energy is the new currency of brand building In a crowded market, standing out is no longer just about having the biggest budget or the sharpest creative. It’s about energy. Brands with energy feel alive – they radiate momentum, spark curiosity, and make people want to get involved. Energy is what creates excitement, what fuels growth, and what keeps a brand front of mind. In his book Brand Momentum, our CEO Tony Lewis explores how the perception of growth directly impacts actual business growth. He introduces the idea of a Brand Velocity Score, a measure that shows how current perceptions of growth can accurately predict future brand consumption. The takeaway is powerful: when communications feel energetic and exciting, they don’t just capture attention, they create a sense of momentum. Customers see the brand as youthful, relevant and growing – even if the product itself hasn’t changed. In short, brand energy doesn’t just reflect growth; it helps generate it. But if energy is the new currency of brand building, there’s a challenge that often gets overlooked: the lifecycle of messaging. The Problem with Messaging Lifecycles Every piece of brand messaging has a lifecycle. It starts fresh, compelling and relevant. But over time, familiarity dulls its…
