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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

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?

Keep Your Eyes on The Prize - A Beginner’s Guide to Eye-Tracking

What is Eye-Tracking? Eye-tracking is an essential tool for any Neuromarketer to understand how consumers think, feel and behave. Vision One are experts in eye-tracking, and this article explains all you need to know about the topic and the benefits to your business. Leading Eye Tracking Agency Eye-tracking is, first and foremost, a measure of visual attention, which can inform us about the essential and primarily allusive processes underlying decision-making (both conscious and unconscious), emotional responses, and, ultimately, behaviour. Eye-tracking is generally thought of in relation to computers and technology, but interestingly, eye-tracking as a practice pre-dates computers, originating in the 19th Century! The first method involved a complicated set of mirrors facing the participant’s eyes while they were reading, and the Researcher counted the number of eye movements (known as saccades) and pauses (known as fixations; Javal & Lamare, 1879). This method provided Scientists with the essential building blocks of how people read and process information, a fundamental insight which holds strong today. Eye-Tracking in Neuromarketing   Neuromarketing is a research approach incorporating the principal aspects of Neuroscience, Cognitive Psychology, and Marketing to deliver insights about the relationship between the human mind and behaviour. It also seeks to determine how consumers make purchasing…

Keep Your Eyes on The Prize – A Guide to Eye-Tracking

Tony Lewis CEO of Vision One

Our Managing Director Tony Lewis has been working in the marketing industry for almost 40 years. His outstanding work has been recognised not only by his peers but also by the Chartered Institute of Marketing (CIM) who recently got in touch to award him the prestigious Fellowship. Membership to CIM can have different levels depending on your experience and levels of study, from affiliates for those studying a qualification to associate, member and fellow. CIM awarding you with a Fellow is the highest accolade that the Institute can award a person. It has come off the back of Tony’s valuable contributions within his clientside experience, including First Choice, Arcadia Group, Royal Sun Alliance, Allied Lyons, Marks & Spencer and his over 20 years experience at Vision One. We asked a few a couple of fellow marketing experts for their thoughts. I think the main recommendation I would give about Tony is that he is a strong creative thinker who is constantly innovating. He can structure his projects to get the most out of respondents and clients and then adds an additional layer of his own thinking and wisdom that helps clients to feel that they have not only solved the…

Tony Lewis awarded Fellowship Status from the CIM

Copywriter Competition The Results

After several weeks of evaluating the hundreds of entries we received for our competition, we finally have our winners!

Copywriting Competition: The Result