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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

Building your Brand

Building your brand: Five Top Tips to Steer Clear of ‘Shiny New Thing Syndrome’ How to Stay on Track, Consistent, and Motivated as a CMO, Business Leader, or Brand Owner  In the fast-paced world of branding and marketing, it’s easy to be lured by the latest trends, tools, and technologies promising quick wins and instant success. This phenomenon, known as ‘shiny new thing syndrome,’ can lead to fragmented strategies, inconsistent messaging, and wasted resources. For CMOs, business leaders, and brand owners, staying focused and consistent is paramount to long-term success. It’s also vital that you can separate the noise and clutter from the valuable tools, strategies and support that will make a genuine, long-lasting impact, and avoid the latest fads! Research indicates that brands often face significant risks when they get distracted by new trends, potentially leading to adverse effects on their performance. A study by the Journal of Advertising Research highlights that discontinuing or frequently shifting advertising strategies, for example, can result in a decline in brand sales. The research underscores the importance of consistency to maintain a brand’s mental availability and market share, especially among light buyers who may forget the brand if it’s not consistently visible (Journal of Advertising…

Building your Brand: Steer Clear of ‘Shiny New Thing Syndrome’

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 Mistakes: 7 Lessons for Monitoring 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…

7 Lessons for Monitoring Brand and Business Growth

Person wearing a branded puma shoe

What is Brand Purpose and how does it help marketers? Purpose is the inspirational reason for a brand’s existence beyond making money. For most companies, this means doing something good; it’s often the difference the organisation wants to make in the world.  Brands are often hard to describe and even harder for consumers to understand, even though we’re exposed to them daily. Fully understanding the nature of a brand involves looking at several different factors, each of which is important for a business to consider when creating its brand. Among these is Brand Purpose. In this article, we’ve created a detailed breakdown of what a brand’s purpose is and why it’s so essential for boosting the value of your brand.  The importance of proper brand strategy Brands aren’t created overnight and certainly don’t succeed without proper planning and care. Your brand is your business’s identity, which consumers should be able to pick up on immediately. The brand is a valuable company asset that supports its marketing efforts, bringing in consumers and drawing attention to what you can offer. A strong brand takes time, discipline, and ongoing strategising. Effective brand strategy helps business leaders reach their goals whilst appealing to the right consumers. Why brand purpose matters  WARC (World Advertising Research Centre) claims that purpose is one of the most significant movements in business history. Brand purpose is just one aspect of a business’s branding that…

What is Brand Purpose?

Identifying valuable consumer groups

Building a Brand with a Brand Development Strategy Your brand is undoubtedly the most important asset for long-term growth. To complement our brand evaluation system ‘BrandVision’ we have created this Brand Building Guide.  BrandVision provides the essential link between your brand strategy and the customer.  5 Steps to a Succesful Brand Strategy Brand development involves the process of creating and fortifying your brand. To facilitate companies on this journey, we break down the process into 5 key steps.  To accomplish these tasks, you’ll require a well-thought-out brand development strategy.  Step 1 – Consider Your Business Strategy Your brand can be seen as a reflection of your brand reputation and how prominently it stands out in the marketplace. We quantify the strength of your brand as a product of Reputation x Visibility. There are many ways of evaluating reputation and our highly regarded Brand Equity Wheel provides a wide array of metrics to help inform and build your strategy. A strong, well-differentiated brand will make growing your brand much easier. But what type of brand do you want? Are you planning to grow organically? Your overall business strategy and goals must be at the heart of your brand development strategy, so that’s the place to start. If you are clear about…

Building your Brand Strategy