26 March 2001

Brand Momentum

How consistent contact builds consumer confidence (part 1)

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"
Great brands don't live in the past. They continue to grow -- and growth is important because consumers jump on bandwagons. Whether they're investing 401k funds or buying a sport coat, consumers pay attention to trends. They're attracted to what is growing and are apprehensive of what is not.
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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