BRAND ENERGYTM
Welcome to the Home of Brand EnergyTM
Brand Health in the Attention Economy
Brands are no longer fixed. They flow. They vibrate. They gather and fade. In the attention economy you don't build a brand, you generate it and transmit it. This is where you learn to measure it, grow it, and keep the current flowing.
The Book
Brand EnergyTM: Brand Health in the Attention Economy
For decades we measured brands with awareness, consideration, preference, trust, NPS and market share. Those metrics explain what a brand did in the past. They struggle to explain what happens next.
The world moved. Audiences are decentralised, attention is fractured, culture shifts daily, and AI is reshaping how we interact. Brands now rise and fall in months, not decades.
Growth is no longer driven only by what people think about a brand. It is driven by energy.
Every brand carries two forces. Potential Energy is the trust, credibility, reputation and emotional equity built over time. Kinetic Energy is the momentum, attention, conversation and cultural relevance you generate right now. Together they decide whether your brand grows.
Part manifesto, part measurement framework, part practical playbook, Brand EnergyTM shows you how to stop treating your brand as a static asset and start running it as a living system of emotion, attention and momentum. Because the brands that win are not simply the most known or the most trusted. They are the brands with the most energy.
The Brand EnergyTM Matrix
Every brand sits somewhere on two axes. How much trust it has stored, and how much momentum it is generating right now. Find your quadrant, then learn how to move.
Supercharged
High Trust, High Momentum
High trust and high cultural heat. Strong foundations and strong momentum. Examples: Apple, Patagonia, Netflix.
Dormant
High Trust, Low Momentum
Trusted, stable and well liked, but quiet. Losing talkability versus earlier years.
Surface
Low Trust, High Momentum
Hype, virality and noise, but thin on trust and lasting equity. At risk of being a short term fad.
Declining
Low Trust, Low Momentum
Low trust and low cultural conversation. Fading or being forgotten.
Do the Training
Mastery of Awesomeness in Brand EnergyTM
This is not theory. Your team learns to put the Brand EnergyTM system to work on your own brand, guided step by step.
Applied to your business. Put the Brand EnergyTM system to work on your own brand and category, not just learn the theory.
Custom AI prompts. Your team can run master prompts on your own brand and your competitors in ChatGPT, Claude or Gemini.
See where you stand. Submit your own brand data through the Brand EnergyTM Index assessment and place your brand on the Matrix.
A real credential. Everyone finishes as a Certified Brand EnergyTM Practitioner.
About the Author
Peter Drinkwater is the founder of global brand tracking specialist agency House of Brand Group and is one of the world's most in-demand management consultants, growth consultants and experts in brand health tracking. He is a leading interpreter of brand health data and how to energize a powerful growth strategy off a brand's unique strengths.
Where the Proceeds Go
All proceeds from the book and the training program are donated to The Rebecca Rebuild Institute. Peter founded the Institute in memory of his wife, Rebecca, who passed away from leukaemia and lymphoma in 2023. It exists to help people recover, rebuild and thrive after cancer and other chronic conditions, with clear, evidence based guidance that is free where it matters most. When you buy the book or join the training, you help rebuild lives.
"Hope is not a feeling. Hope is a plan."