Vision One Research’s Post

Six at Six Series: Talking Brand Momentum at MADFest As Vision One’s Director I had the pleasure of presenting at MADFest earlier this month (2-4 July) with our original, innovative and – dare we say it – revolutionary concept: BRAND MOMENTUM! Talking to a standing-room-only crowd at the London must-attend marketing event, I shared early access to some of the content of my debut, upcoming book: BRAND MOMENTUM due for release in just a couple of months. As thought leaders in brand building and brand development research, our brand tracking is uniquely actionable because it is centred on the Brand Momentum KPI and actionable driver, Velocity, which I spoke about at MADFest, and have written about in my upcoming book. Did I mention I’ve got a book coming out? 😀 Six standouts from my MADFest session in London earlier this month: 1. “Some people really like the science (physics) behind it and that it's grounded in theory which is tangible and real. I think it gives people a different perspective on marketing that taps into some universal science - and particularly energy and forces.” 2. “The predictive nature of Brand Momentum excites people because everyone wants a crystal ball but this is also further evidence of it being a driver of growth rather than a symptom.” 3. “There are many benefits of momentum, which makes it highly attractive; there are 10-12 very strong benefits that make it hard to resist for CMOs, brand managers, and business leaders.” 4. “Our ability to predict Monarch’s demise (and more recently the Body Shop) helps demonstrate the power of the metric.” 5. “Marketers are always in search of the holy grail, and I think most marketers are unsure about which best metrics are the best for brand growth. The feedback from the MADFest presentation was that this has the potential to be the next powerful metric – and of course we agree!” 6. “Overall, I think what we’re talking about – through our work and our upcoming book - challenges many current beliefs and models, and offers something new and different, which is exciting…” If you’d like to receive a free digital ARC (advance reader copy) of Brand Momentum (in return for a review!) please get in touch with my book publicists info@literallypr.com and visit my website www.tonylewis.me.

- Although positioning your brand is crucial, it's no longer just about getting a place in the market. - Positioning your brand today is not just about standing out, it's about being unforgettable. The digital age has flooded consumers with choices, and while differentiation through product features is still essential, the real challenge is to create an emotional bond that goes beyond your own product. You need to keep in mind that today's successful brands don't just satisfy needs, but reflect the identities, values and aspirations of your audience. It is no longer enough to tell a consumer what you do: you must show them who you are, and thus convey your brand's personality. This is where brand positioning becomes truly powerful: when it moves from being a differentiation strategy to a connection strategy. Each touchpoint should not only reflect your brand's position, but also reinforce the emotional connection you are creating with your audience. This is the difference between a brand that gets noticed and a brand that gets remembered. What do you think are the risks of focusing too much on your product differentiation without establishing a deeper emotional connection with your audience?

In the competitive realm of business, the success of a company hinges on its ability to strategically position its brand. But what does brand positioning truly entail? It goes beyond mere recognition and goes right to the heart of how a company is perceived by its target audience.

As brand managers, we often encounter phases where our brand growth seems to slow down or even stagnate. When a brand hits a plateau, it’s easy to feel stuck, but it’s actually an opportunity to innovate and refocus. Here are a few strategies I use to breathe life back into a brand: - Reevaluate Target Audience: Are you still speaking to the right audience? Sometimes brands evolve, but their messaging doesn’t keep up. Conduct fresh research to understand if your audience has shifted. - Revisit the Brand’s Core Message: Go back to the basics. What does your brand stand for? Does that message still resonate? Refreshing the brand narrative can make a huge impact. - Experiment with New Channels: If your usual marketing platforms are no longer driving engagement, it might be time to explore new ones. - Innovate Your Product Offering: Is your product still solving a problem or adding value? Consider tweaking your offerings or launching something new that aligns with current trends. Taking a proactive approach helps to reignite a brand's growth when it starts to stagnate. Have you faced a plateau before? Let’s discuss in the comments!

Stand Out From the Crowd: Brand Positioning Strategies for Today’s Competitive Landscape - In an era where online marketplaces teem with competitors and information overload bombards consumers, building a memorable brand identity is crucial for survival. But with so much noise, how do you ensure your brand cuts through the clutter and resonates with your target audience? The answer lies in strategic brand positioning. Think of brand positioning …

Stand Out From the Crowd: Brand Positioning Strategies for Today’s Competitive Landscape - In an era where online marketplaces teem with competitors and information overload bombards consumers, building a memorable brand identity is crucial for survival. But with so much noise, how do you ensure your brand cuts through the clutter and resonates with your target audience? The answer lies in strategic brand positioning. Think of brand positioning …

What does dynamite have to do with brand positioning? It’s not dynamite but the story of Alfred Nobel. Brand repositioning is serious business. When should a brand do it? How? And what are the possible challenges? Here is my POV. Top 3 Reasons for Brand Repositioning Changing Market Dynamics: As consumer preferences, technology, and competitive landscapes evolve, a brand may need to reposition to stay relevant. Repositioning helps a brand adapt to new trends or shifts in the market, ensuring it remains appealing and competitive. Target Audience Shifts: If a brand's target audience changes—whether due to demographic shifts or new market segments—repositioning allows the brand to better align with the needs, desires, and values of its new or evolving customer base. Brand Perception Issues: A brand might need to reposition if its current image is outdated, negative, or misaligned with its desired market position. Repositioning can help correct misconceptions and establish a new, positive identity. Top 3 Steps for Effective Repositioning Market Research and Analysis: Conduct thorough research to understand market trends, consumer needs, and competitive positioning. This involves analysing current brand perceptions, identifying gaps in the market, and defining the target audience. Define Clear Objectives and Messaging: Develop clear goals for the repositioning effort and craft messaging that reflects the new positioning. This includes creating a compelling brand narrative and value proposition that resonates with the target audience. Implement a Comprehensive Strategy: Execute the repositioning through a coordinated strategy across all touchpoints and play the long game. Top 3 Challenges of Repositioning Resistance to Change: Both internal (employees) and external (customers) stakeholders may resist the new direction. Managing this resistance requires clear communication, education, and demonstrating the benefits of the repositioning. Maintaining Brand Equity: During the transition, there’s a risk of losing existing brand equity or alienating loyal customers. It's crucial to balance the new positioning with the brand’s established strengths and values to retain customer loyalty. Execution and Consistency: Ensuring that all aspects of the brand—product, communication, and customer experience—align with the new positioning can be challenging. Inconsistent execution can undermine the repositioning effort and confuse customers. #brandstrategy #brandbuilding #d2cbrands 

I just published my first article on Medium and am excited to share it with you here. It is about leading with brand strategy, the benefits of a strong brand, and how to lead with brand. https://lnkd.in/eqvXJ2Ns Thanks to Zach Hill for letting me know the link wasn't working!

Are you struggling to make your event brand stand out? Effective brand positioning is crucial for new businesses to differentiate themselves in a crowded market and attract their target audience. The key to successful brand positioning is to identify your unique value proposition and communicate it consistently across all touch points. 1. Define your target audience and understand their needs and preferences. 2. Conduct a competitive analysis to identify gaps and opportunities in the market. 3. Develop a clear and compelling brand message that highlights your unique offerings. 4. Ensure consistent brand messaging across all marketing channels, including your website, social media, and promotional materials. 5. Leverage storytelling techniques to create an emotional connection with your audience. By following these steps, you can establish a strong brand identity that resonates with your target audience and sets you apart from competitors. Share your thoughts on brand positioning challenges and strategies that have worked for you. 

Battles for Brand Mindshare (1) Market share and brand mindshare are two battle lines for enterprises to win over customers. Market share is a result indicator, while brand mindshare is a lead indicator. Not only do they complement each other, but also measure the performance and position of enterprises in the marketplace or the hearts of customers. In general, a stronger brand mindshare an enterprise has, a relatively higher market share would be. Brand is a primary factor for customers to consider a purchase of products and services. Brand awareness, recognition and preference are important components of customers' minds towards the brand in process. From the moment customers plan a procurement, they prefer to brands with either high market share or strong brand mindshare in order to smoothen its procurement process. To take market share for example, a higher share is a guarantee of high quality, wide customers recognition, less breakdowns, good services, etc. for customers. So does a strong brand mindshare. It will also produce a halo effect with more appeals to customers and increase sales. Brands with a weak mindshare tends to be less considered will have less market opportunities (to be continued by Trends Insight Research).