Disclaimer – We have received this item for free or on a loan basis for the purpose of this review/feature but all words and opinions are our own.
Insights into marketing might sound boring, but if you are in any type of business role, or certain industries then you’ll know (or should know!) that research, marketing and branding are essential.
Tony Lewis has 40+ years’ experience of consumer behaviour through his own business, Vision One Research. Along with the usual winding pathway of how the internet, technology and social media has affected branding, Tony has discovered his own method of accelerating brand coverage. The book Brand Momentum explains his methodology using the Laws of Physics to create an equation which gives a definitive number. This number, on a 0-100 scale, gives the marketer an idea of where on the scale of velocity a company is currently placed and allows professionals to tailor their marketing.
Take Coke for instance. It’s a massive company but is it growing? If it has high velocity (ie it is high on the 0-100 scale derived from the Brand Momentum method) then it means it’s a company going places and has room for growth. The average for a company is around 50, but this could mean a company on the way up or the way down. Too low and it could be a failing enterprise, too high and it could be running away without the right management. Tony’s team know how to use the scale and the book explains how.
Brand Momentum is not for the faint-hearted. Those studying business or marketing will find it invaluable as Tony talks directly and with personal experience of the industry to get the point across. There are some technical areas where you need to do the maths and know a bit about the Laws of Physics (Momentum, specifically) and to keep up with the methodology. However, physicians and statisticians may find this book interesting too. I think it’s also an excellent method for looking at potential companies who have potential for investing too, and if you’re running your own small business or are an entrepreneur, this would be a good way of increasing your brand knowledge. The fact that this is a whole new method of assessing a company’s growth leads to may potential uses. This is one for the book shelf to read and come back to time and again.
See Tony Lewis’ website: tonylewis.com for details of purchasing the book:
Tony Lewis on Linked in: www.linkedin.com/in/tonylewis1/
#BrandMomentum
The Review Studio 