The influential book Brand Momentum, authored by Tony Lewis, has been named winner of the Sales & Marketing category at the 2025 Business Book Awards. The ceremony, hosted at Wembley, London, on 10 September, marked the Awards’ eighth year of recognising excellence in business literature and leadership insight worldwide.
Judges praised the book for its innovative thinking, clarity, and practical case studies. Announcing the award, they commented:
“The author has shown outstanding credibility and thought leadership in this category. Their fresh, innovative approach and engaging content, combined with excellent case studies, brought the key messages to life in a way that feels relevant and inspiring for businesses of all sizes. A truly deserving winner.”
The book presents a pioneering approach to understanding brand performance, which anticipated the decline of once-prominent brands including Monarch Airlines and The Body Shop before their collapse was widely reported.
Drawing upon years of detailed research, Brand Momentum equips marketers and business leaders with an advanced framework for measuring and predicting brand health beyond conventional tools. It also reveals how brands can safeguard long-term growth by maintaining freshness and resonance with consumers.
“Over 80% of brands fail to maintain sustainable growth – not because they don’t have a good product, but because they lose momentum. Brand Momentum is about identifying that early, so businesses can act before it’s too late.” said Tony Lewis.
Brand Momentum in Action
Vision One Research, the company behind the methodology, has integrated the theory into its brand tracking services – providing clients with predictive insights into brand equity and marketing effectiveness. The approach has become a game-changer for companies wanting to avoid stagnation and unlock consistent growth.
“At Vision One, we’re proud to pioneer the use of Brand Momentum in our brand tracking research,” said Alex Brown, Director of Insights at Vision One. “It gives businesses a clearer picture of how their brand is truly performing – and it’s thrilling to see this thinking recognised through the success of the book.”
About Vision One
Vision One is an award-winning UK market research agency specialising in brand tracking, customer insight, and strategic research. Renowned for its innovative use of Brand Momentum Theory, Vision One helps organisations measure and grow brand equity with precision. Their insights empower brands to make smarter marketing decisions, boost engagement, and drive sustained business growth.