Naďa Kacera from Levosphere: Brands that don't grow don't address opportunities
What distinguishes a memorable brand from one that no one remembers? Why do some brands stagnate even when they invest in advertising, while others rise thanks to the right decisions? The answer may be simpler than it seems – it's about opportunities.
In the latest episode of the Biznislab podcast, recorded live at the Better Conference in Orava, Daniela Marušková, CMO of ui42, hosted strategist and co-founder of Levosphere – Naďa Kacera. In the interview, they discussed a new context in branding called Brand Momentum. And although it's a concept that sounds complex, its essence is clear – if you don't want your brand to gather dust, you need to know how to seize opportunities.
A brand that the customer doesn't remember doesn't exist
"What would I stop doing in marketing today? Certainly pushing performance marketing as the only tool for brand growth," says Naďa Kacera. Excessive focus on short-term performance, for example through PPC campaigns, leads brands into a dead end. In the long run, they do not address the core problem – they do not build mental availability.
Instead, she offers a different approach – looking for so-called opportunities. A moment when the consumer spontaneously remembers your brand. Like Snickers when we feel hungry. Or Coca-Cola at a family celebration.
"Brand Momentum is an approach to how a brand can secure a place in the consumer's mind through such specific moments," explains Kacera.
What is Brand Momentum (and what it is not)
Although the term Brand Momentum sounds like another trendy buzzword, it is actually an evolution of the well-known concept of occasion-based marketing. It involves selecting specific situations that the brand deliberately occupies – whether it's an emotion, need, or life moment.
Brands often make the mistake of trying to "differentiate" only by color, claim, or mascot without knowing their opportunities. "This makes brands interchangeable. A brand without a moment is just another ad among thousands of others."
Can a brand have multiple moments?
Short answer: yes. Many brands (especially in the fast-moving or e-commerce segment) have a wide portfolio – and thus multiple categories. Each of them can have its own opportunity.
"Some brands have five, eight, or even ten strong opportunities – it depends on the segment. But beware, these moments must be well thought out, they cannot be random, they must not overlap, and they must be supported by data."
Brand Momentum should not be taken as a fashion accessory. It is a strategic framework that provides an answer not only to "what I want to say," but especially to "when will there be an interaction between the consumer and my brand."
Who is Brand Momentum for?
Although this approach is most suitable for brands with a wide portfolio – large e-shops, FMCG brands, and services with repeat purchases – it can be used by virtually anyone.
"Every brand can find its unique moments. Even the smaller ones that don't have a big marketing budget," says Kacera.
The advantage is that companies don't have to start with expensive campaigns. At the beginning, a change in thinking may be enough – realizing in what opportunity the brand has relevance at all. And from there, a long-term position can be organically built.
Can Brand Momentum be set incorrectly?
"Yes – if the opportunity is too specific or narrow, it can unnecessarily limit the brand."
Naďa mentions Snickers as an example of a brand that has claimed the moment of hunger, but the very clear claim ("You're not you when you're hungry") has also become a limitation. "The brand has kind of closed the door to other moments. If you then want to expand your reach, you have to come up with complex detours or new sub-brands," she warns.
The solution is conscious work with strategy. Having a plan B, diversifying opportunities, and regularly reassessing whether the momentum still works.
How could Brand Momentum look like for a conference in practice?
Since the podcast was recorded live at the Better Conference, a natural question arose: How could the principle of brand momentum be applied to such an event?
"First, we would list the services – education, networking. Then we would need to find out what opportunities the audience currently associates with it. It could be the desire to be among the best, to be at the center of events, or to find a partner for business growth. That's where we would start looking for strong signals and motives," adds Naďa.
This is what the practical application of strategy looks like – through opportunities to positioning and clear communication.
Marketing that is not just about visuals
Brand Momentum is not about trends, but about brand identity. It is a way to shift attention to the context and moment in which the customer makes a decision. And these are what determine today's and future brand growth.
"If a brand grows today only thanks to performance campaigns, it's like buying customers. But when the moment of truth comes – crisis, competition, or a change in situation – a brand without momentum will fall first," says Kacera.
Summary: What to take away from this episode?
- Brands should know at what moment the customer should carry them in their mind.
- A claim is not enough – it's important to know the opportunity the brand owns.
- Brand Momentum is not just for the "big" – it's a universal tool for building value.
- A bad moment strategy can limit the brand, especially if it's not backed by data.
- Brand Momentum is about long-term healthy growth, not immediate performance.
And what did Naďa Kacera recommend at the end of the podcast?
- Mel Robbins – a motivational speaker who speaks clearly about personal development.
