Former academic Tony Lewis, often dubbed the “Isaac Newton” of branding, is preparing for the global launch of his debut book, Brand Momentum, at the Festival of Marketing in London tomorrow. With a background in mathematics and physics, Tony’s transition into the business world has been nothing short of remarkable.
Brand Momentum presents a detailed framework based on Tony’s extensive experience in branding, market research, and his leadership at Vision One. Combining decades of knowledge with case studies and even the laws of physics, the book seeks to decode the secrets behind achieving Brand Momentum.
This comprehensive yet easy-to-understand guide introduces the Brand Velocity Score (BVS), a metric that not only indicates whether a brand is flourishing or merely holding on but also predicts its future path, making it invaluable for long-term brand strategy.
Tomorrow, Tony Lewis, CEO of Vision One, will join business leaders such as Dragon’s Den star Deborah Meaden to officially launch his new book, Brand Momentum: The #1 Growth Metric For Every Boardroom, at the 11th annual, sold-out Festival of Marketing in London.
Aimed at brand managers, business owners, and marketing professionals, Brand Momentum is set to be a groundbreaking resource.
Tony Lewis has spent 40 years refining this project. He has worked across industries, from start-ups to global brands like Virgin, LEGO, IKEA, and McDonald’s, and within sectors ranging from high-end French fashion to non-profits and political organisations. A seasoned market researcher and branding authority, Tony’s insights stem from hundreds of successful brand research projects. The launch of The Brand Momentum Agency in 2025 will extend this philosophy further through consultancy and training services.
Packed with groundbreaking ideas, including the Brand Velocity Score, practical case studies, and valuable insights, Brand Momentum promises to change the way brands approach growth and momentum.
Quick fire Q&A with Tony Lewis:
(For more Q&A content, articles, review copy and interview requests please contact [email protected]):
Q. What factors determine whether a brand will be successful or not?
A. Tony Lewis: There are several factors that define success for a brand:
- Brand Building. Success starts with establishing a strong reputation by creating meaning and understanding that people value and connect with. Well-built brands resonate deeply with their audience.
- Value Creation. A successful brand generates consumer value and sufficient profit, allowing for significant investment into marketing/NPD etc., which will ultimately enable it to grow. Without financial stability, a company and brand aren’t going anywhere. However, strategic brand building can enhance both the value and profitability of the entire organisation.
- Longevity. I believe brands should be long-term focused to achieve greater success. Evidence suggests that those with a sustained, longer-term approach outperform those with short-term goals.
Q. How do these factors change over the lifetime of a brand?
A. Tony Lewis: In the early years, brands need to generate excitement and interest —they need to build momentum! This is something established brands struggle to maintain, as they’re often already well-known and very familiar. Generating excitement and innovation create the impetus to grow. As brands mature, they should focus on creating emotional warmth to build stronger relationships, which help protects them from losing customers to more exciting start-ups. Established brands need to retain their youthfulness and energy for as long as possible. NPD and innovation are great ways to help achieve this.
Q. How did you come to identify Brand Momentum as the key marketing measurement metric for brand growth and sustained success?
A. Tony Lewis: I discovered momentum by chance whilst we were developing our brand tracking at Vision One. There was one metric we now call the Brand Velocity Score (BVS) which looks at the trajectory of a brand and whether it is growing, static or in decline. We discovered that one airline brand, ‘Monarch Airlines’, had an unusually low score — and went into administration some months later. This led me to think if this metric had the potential to predict the future and help determine the fate of a brand. What I later discovered was that there was so much more to it than that… but you’ll need to read the book for more.
