It’s hard to stop a brand on a roll. Either moving up or down, people follow a brand’s momentum. I’ve seen what happens when ‘town’ says you’re hot. I’ve also seen what happens when ‘town’ says you’re not. And it’s very hard to fight ‘town’.
For me the best ways to get momentum is to be authentic and relevant. People must trust you and your brand. And you must give them what they want. Simple yet difficult. People stopped trusting Blackberry. While Samsung and Apple amplified Blackberry’s irrelevance. And the latter’s customers have been leaving in droves.
The thing is you can’t change the velocity of momentum in “two days”. That’s the nature of the beast. You have to re-build trust and make your brand more relevant over time. This applies to all brands whether you’re in telecoms, fmcg or politics. People like winners.
