The way we measure and build brands needs a major overhaul. In an age where attention is currency and culture moves at lightning speed, traditional brand tracking has fallen behind. Brand Energy introduces a bold new approach: treating brands not as static assets to be managed, but as dynamic fields of energy that pulse through culture, conversation, and emotion. Drawing from psychology, cultural strategy, and cutting-edge measurement techniques, Peter Drinkwater redefines what it means to build and track a healthy brand today. Instead of asking, “Is my brand known?” he also challenges you to ask, “Is my brand in motion ? Is it gaining energy or losing it?” Inside, you'll discover: Why brand positioning is too static and mobilization is the future - How to detect and build emotional and cultural momentum - New tools for sensing energy shifts in real-time - Why traditional metrics like NPS and awareness are not enough - How challenger brands and global icons generate brand energy - Case studies ranging from Patagonia to viral TikTok sensations and political campaigns Whether you're a CMO, strategist, founder, entrepreneur or curious creator, Brand Energy will sharpen your instincts and your measurement toolkit—helping you build brands that spark, move, and grow in the attention economy. Because today, it's not just about getting noticed. It’s about sparking energy that spreads.