Wednesday Wisdom: Brand Gravity

Hi all,

In the latest episode of The Science of B2B podcast, our Head of Research, @Kerry Cunningham, introduces a concept developed with Lisa Cole, CMO of 2X: Brand Gravity.

Brand Gravity is a framework for understanding and enhancing your brand’s long-term influence—especially among buyers who aren’t yet in market. It reframes brand building as a way to create a gravitational pull that keeps ideal buyers aware of, interested in, and emotionally aligned with your brand until they’re ready to buy.

At its core, Brand Gravity is build on three pillars:

1. Awareness – Are you known to the right buyers?
2. Availability – Are you top-of-mind and easily accessible when a need arises?
3. Affinity – Do buyers like and trust your brand enough to prefer it?

These elements combine into two forces:

• Brand Mass: PR, analyst relations, press, and other signals that build weight.
• Brand Proximity: Showing up in buyer communities and environments so you stay close—even outside active buying cycles.

Together, these forces help keep your brand in orbit around the buyers you want to reach—so that when the moment comes, you’re already on their shortlist.

🎙️ Kerry unpacks the full framework in this special episode: The Brand Gravity Framework
📘 The full book, Brand Gravity by Lisa Cole, is also available for preorder.
🧭 And there’s a self-assessment tool to help marketers evaluate their brand across the three dimensions above (highly recommend!)

It's all awesome 🤗