+44 (0)203 693 3150

Focus Group Agency

Brand Growth

A futuristic digital image depicting a glowing sphere with an upward arrow, symbolising dynamic brand growth and energy.

By Tony Lewis, Founder of Vision One Research For years, marketers have been taught to think of brands as fixed systems, defined by positioning statements, values, and visual identity. But through his work at Vision One Research and in Brand Momentum, Tony Lewis challenges this convention. His central idea is simple but transformative: Brands are not static objects. They are energy. From Brand Assets to Brand Energy Traditional branding focuses on what a brand is… its purpose, its values, its positioning. But Tony Lewis argues that this misses something critical: What matters is not just what a brand stands for — but how much momentum it has. In this model, brands behave like moving systems: This is what Brand Momentum defines as brand momentum, the energy that drives growth. The Battery Model of Brands A key idea in Brand Momentum is that brands function like batteries. Every interaction either: This is where the work of Vision One Research becomes critical, measuring not just awareness or perception, but the direction and intensity of brand movement. Why Entertainment is Central to Brand Momentum One of the most powerful implications of this thinking is how it reframes advertising effectiveness. Traditional positioning models struggle to explain why humour, entertainment, and quirkiness work so well. But in the Brand Momentum framework, the answer is clear: They…

Brand Momentum: Rethinking Brands as Energy

How biggest brands use market research to fuel innovation and expansion

How market research helps companies innovate, reduce risk & grow In today’s fast-paced and highly competitive business landscape, companies must make informed decisions to scale effectively. Growth is not just about increasing revenue but about sustainable expansion that aligns with market demand, customer needs, and competitive positioning. One of the most powerful tools for achieving this is market research to fuel innovation. Market research provides the data-driven insights businesses need to identify opportunities, mitigate risks, and develop strategies that drive long-term success. Whether a company is launching a new product, entering a new market, or optimising its customer experience, market research lays the foundation for confident, strategic decision-making. Understanding Market Research and Its Role in Growth Market research is the systematic process of collecting, analysing, and interpreting information about a market, its consumers, and its competition. It helps businesses: When companies integrate consumer market research into their decision-making processes, they reduce uncertainty, make better strategic choices, and position themselves for sustained growth. Leveraging Market Research to Fuel Innovation and Business Expansion 1. Identifying New Market Opportunities One of the primary ways market research drives growth is by identifying untapped opportunities. Businesses can conduct research to explore: Case Study: Netflix’s Global Expansion Netflix’s expansion…

How Big Brands Use Market Research to Fuel Innovation

Harnessing Social Proof - Brand Strategy

HARNESSING SOCIAL PROOF FOR BRAND MOMENTUM “Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions,” notes Jonah Berger, emphasizing the profound influence that social proof has in the digital age. In Brand Momentum, Tony Lewis delves into the essential role of visibility and social proof as cornerstones of brand momentum, where a brand success is propelled by the organic, powerful influence of others using or endorsing it. In an age where consumers trust each other’s recommendations more than any form of direct advertising, brands that can amplify their visibility through social proof have a clear advantage. The human tendency to emulate others and follow crowd behaviours reinforces brand presence in the market, making social proof an invaluable tool for increasing Brand Velocity Score (BVS) and sustaining brand growth. The Role of Social Proof in Building Brand Momentum Social proof works on a simple principle: we trust and mimic the behaviours we see others embracing. When a brand is visible and widely used, people perceive it as trustworthy, reliable, and credible. This is why brands with strong social proof see an increase in BVS, as they aren’t just recognised—they’re accepted and validated by their audiences, creating an…

Harnessing Social Proof for Brand Momentum

Brand Mortality and the cirle of life

This post explores why brands fail, revealing hidden risks and strategic blind spots that can erode relevance and long-term success without insight-led decision-making.

Brand Mortality – Navigating the Rise and Fall of the Brand Lifecycle

Brand Energy and Momentum

Unlocking Brand Momentum Are you ready to tap into the hidden brand energy that fuels brand growth and success? It’s time to explore the concept of Brand Momentum—how it works, why it matters, and how you can use it to keep your brand thriving. As we gear up for the release of Brand Momentum, here’s your action-packed guide to mastering this powerful force, which we hope will sufficiently pique your interest to want to pre-order this must-read new book ahead of publication on 26th September 2024! Pre-Order the book here What is Brand Momentum? Brand Momentum is the hidden energy that drives a brand’s performance and success. It combines two crucial elements: Together, these elements create a powerful force that propels your brand forward. Here’s how you can harness this energy: Practical To-Dos to Creating Brand Energy 1. Measure Your Brand’s Velocity Regularly 2. Understand the Balance Between Size and Speed Quote from the book…“So, to understand momentum, you need to track two things:how big your ship is (brand mass) and whether people think it’sgaining speed or slowing down (brand velocity).” 3. Leverage Momentum for Long-Term Growth “Think less about being the biggest and more about being unstoppable!” 4. Create Brand Energy…

Unlock Brand Momentum: Fuel Growth with Vision One Research

Isacc Newton - Dynamics of Brand Growth

About the book Brand Momentum, the new book by Vision One CEO Tony Lewis, offers a compelling and innovative perspective on branding draws parallels between Sir Isaac Newton’s laws of motion and the dynamics of brand growth. The book, set for release on September 26, 2024, and building on 40+ years of branding, marketing and market research experience, delves into how understanding these fundamental principles can help brands achieve and sustain momentum in a competitive marketplace. Here, we explore some of the key concepts from Lewis’s book, illustrating how Newton’s laws can be applied to branding and the dynamics of brand growth. Three key Insights from Newton’s Laws of Motion: 1. Newton’s First Law – Inertia Principle: An object remains in its state of motion unless acted upon by an external force.Brand Application: Brands that have established momentum through strategic positioning, effective marketing, and strong consumer engagement are less susceptible to external disruptions. Like objects in motion, these brands continue to thrive and keep going for longer. 2. Newton’s Second Law – Force and Acceleration Principle: The force on an object is equal to its mass multiplied by its acceleration.Brand Application: Brands with significant market presence, customer loyalty, and high recognition (greater mass) exert more…

Newton’s Laws of Motion and the Dynamics of Brand Growth

Business to Business B2B Research Vision One

The Entrepreneurial Boom The UK’s entrepreneurial scene has been on a wild ride over the past three decades – as long as CEO of Vision One and author of the must-read, branding bible Brand Momentum, Tony Lewis, has been in the business. From the shockwaves of 9/11 and the global financial crisis to the COVID-19 pandemic, and the current riots across the UK, these dramatic events have reshaped and continue to shift the start-up, entrepreneurial and SME landscape. According to the Global Entrepreneurship Monitor (GEM) survey, which has been tracking the UK since 1999, there have been some serious highs and lows. Here’s a rundown of some of those key trends and what they mean for branding, measuring brands and business growth, and keeping brand momentum alive. Key Entrepreneurial Trends 1. UK Start-Up Explosion Back in 1999, only 3.3% of Brits were launching new businesses. Fast forward to 2023, and nearly 30% of working-age folks are either planning, starting, or running their own gig. The entrepreneurial spirit has taken off, especially after the global financial crisis and pandemic gave many the push they needed to start their own ventures. 2. Bridging the Gap Across the Nations Scotland suffered a major…

UK’s Entrepreneurial Boom: Lessons for Brands and Business Growth

Brand Momentum Video Introduction

Video Introduction to Brand Momentum

10 tips for start-ups - B2B Research Agency

Top 10 Tips for Start-Ups & Entrepreneurs: The Importance of Market Research For Brand Growth For start-ups and entrepreneurs, understanding market dynamics is crucial to business growth and brand momentum. Market research provides invaluable insights to steer your business in the right direction. Despite its importance in brand building, research is often overlooked as part of the planning process – we think it’s key! Here are 10 essential tips to help you grasp the importance of market research for your start-up’s success. So why not make a coffee, put your feet up and relax for 5 mins?! Quick Summary Market research is not a one-time task but an ongoing process that plays a pivotal role in business growth and brand momentum. For start-ups and entrepreneurs, leveraging market research can provide the insights needed to make informed decisions, stay ahead of the competition, and effectively meet customer needs. By incorporating these 10 tips for start-ups into your start-up strategy, you can harness the power of market research to drive your business toward long-term and sustainable brand growth and success. Keep Up With Your Audience Identifying and understanding your target audience is the foundation of any successful business. During the introduction phase, wisdom suggests focusing on whatever manageable…

Top 10 Tips for Start-Ups & Entrepreneurs and Business Growth

Monitoring brand and business growth

Learning from Marketing Mistakes: 7 Lessons for Brand & Business Growth In the fast-paced, challenging world of business, even seasoned leaders can stumble. Learning from mistakes is a powerful strategy for refining how we monitor brand and business growth. Here are seven invaluable lessons – built on learning from common mistakes – for managers, business leaders, and marketers to enhance their quarterly, annual, and five-year growth plans. By learning from these common mistakes and monitoring brand and business growth, business leaders can craft more effective quarterly, annual, and five-year growth plans. Embrace data-driven decision-making, stay attuned to customer and employee feedback, and remain flexible to adapt to the ever-changing market landscape. This proactive approach will drive sustainable brand and business growth, positioning your company for long-term success. Short-Term Focus While it’s essential to address immediate challenges, a myopic focus can derail long-term success. One of the biggest challenges for Marketing Directors is striking the right balance between short-term gains and planning for long-term, sustained success. Achieving one-year or even quarterly sales targets is more often rewarded with bonuses than achieving a decade-long sustained brand momentum – that is just one of the harsh truths of boardroom survival. However, balancing short-term objectives with…

Learning from mistakes: 7 Lessons for Growth

What is Brand Desirability There’s a reason why we choose certain products and brands over others. Often, it’s a conscious decision.  But sometimes, it might be more instinctive based on our subconscious. But when we are comparing one brand with another, what we’re really doing is making a judgement.  We ask ourselves fundamental questions – “Which one appeals the most? Which one do I want?”  We’re talking about a brand’s desirability. The most successful, growing brands are ‘desirable’.  Consumers ‘want’ their products or ‘want’ to align themselves with what the brand stands for.  Desirability is a key driver of brand growth (Vision One Brand Growth Study 2021), and it’s a fascinating and important area to explore. But what does desirability really mean? What makes a brand desirable? And how can we measure how desirable a brand is? Are you fulfilling your customers’ practical needs? When something is desirable, it holds some appeal.  It ticks some boxes – it’s worth having.  We attach value to it and are therefore willing to commit and pay. Your brand’s desirability is a reflection of how well it satisfies your consumers’ needs. Take practical needs. Do you know exactly what your customers are looking for from your market?…

Exploring ‘desirability’ as a driver of Brand Growth

Rocket

Today’s brands understand that competition is rife. Vying for sales and customer loyalty is increasingly challenging.  But when overwhelmed by choice, and often in increasingly saturated markets, consumers are looking for something in particular. The fact is if your brand doesn’t stand out – if there’s nothing in particular that sets you apart from your competitors – you will struggle to fight through all the noise.  Without a strong identity, your brand will struggle to grow. The fastest-growing brands have something special about them – something about them is different.  We’re talking brand ‘distinctiveness’.  As a key driver of brand growth, (Vision One Brand Growth Study 2021) distinctiveness can elevate your brand’s reputation, provide the perfect reason to buy and nurture brand loyalty. But what does it really mean to be distinctive? What does a distinctive brand look like? And how can we measure how distinctive a brand is? Rethinking what it means to be unique Distinctive brands stand out.  There’s a uniqueness about them.  But with brands so quick to emulate top-selling competitor features, or the latest designs and trends, can any brand be said to be truly unique? The fact is, you don’t have to be the ‘only one’…

Exploring ‘distinctiveness’ as a driver of brand growth