2 April 2001

Why Brand Momentum Matters

How consistent contact builds consumer confidence (part 2)

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Consumers care about the momentum of the brands that compete for their attention. Most companies, however, don't regularly monitor brand momentum. Companies that do may not notice momentum changes until they actually take place -- and then it may be too late to do much about it.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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