Tuesday, June 11, 2019

Marketing is a lot like sex. . .

. . . everybody thinks they’re good at it!

But, unfortunately, they’re not. 

The brandscape is littered with brands that didn’t market right and paid the price.

Here’s one brand that went from #1 to #19 (aka “last”) in their category in the 2019 Customer Loyalty Engagement Index.

The problem? Consumers didn’t buy their marketing or their vision of sex.

Here’s why.



Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Sunday, June 02, 2019

What to Do When Ad Campaigns & Logos Don’t Work

Wells Fargo has struggled to engage (and re-engage) its customers. But recently the bank’s loyalty numbers improved: 58% to  73%. True, not great when you consider other banks are in generally the high 80’s, but something.

Apologies to customers and ad campaigns don’t go as far in this socially-networked world as they did 25 years ago. What the brand faces was never something that could be fixed with mid-20th century public relations & communication tactics.

Wells Fargo has bad brand karma. Nobody believed their ads. Why would they? They betrayed customer trust.

A new logo? The CMO  insisted, “The changes to our stagecoach paid homage to our history while signaling a transformation to a contemporary, dynamic, and ever more innovative bank.”  One can only suppose he wasn’t talking about innovative ways of creating fake credit card accounts. 

Their approach was bound to fail. 

And it did. 

But Wells Fargo’s loyalty improved recently. How so? 

For insights into how the bank managed its own critical brand asset, we invite you to read Tanya Gazdik’s Financial Review in Marketing Daily.

The bottom line? They finally pulled the right loyalty lever, which might have been culturally labeled “Throw the Rascals Out.”

If they had predictive loyalty metrics, they would have known that. High percent-contribution loyalty values always point the right road for a brand to take. Which is important.

Especially if your logo is a stagecoach.


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, May 20, 2019

The Why’s & How’s of Sports Fan Loyalty

Sports – teams and leagues – are just like brands. 

And with deep respect to Yogi Berra, he was mistaken when he said, “Baseball is 90% mental and the other half is physical.”  

No, no, not that it was one of his classic “Berra-isms.” It turns out, loyalty to baseball (and football, basketball, and hockey) is actually 70% emotional and 30% rational.

There are emotional and rational loyalty and engagement drivers that sway fans’ attention, time, thoughts, and viewership – even command fans’ decisions to buy (and wear) particular jerseys, hats, scarves, or logos (locations varied and unspecified).

Mr. Berra was right when he said, “You can observe a lot by just watching,” which Brand Keys has been doing for 27 years when it comes to sports fan loyalty. 

So, we invite you to listen to Robert Passikoff, founder and president of Brand Keys, and Mike Giambattista, Editor-in-Chief at The Wise Marketer, as they discuss some observations around “Sports League Loyalty.

Because it turns out, it is just like Yogi said, “If the people don’t want to come out to the ballpark, nobody’s going to stop them!”


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, May 06, 2019

What’s Retail’s Most Inclusive Holiday?

Answer: Mother’s Day.

Mother’s Day has come to encompass a broader spectrum of relationships, connections, and emotional bonds. It’s becomes a widespread, collective celebration. 

The holiday celebrant-range includes everyone! Moms, wives, step-moms, female relatives and friends, divorced parents, single-parents, same-sex and civil union households. It crosses every cultural, ethnic, and religious border, making it the most inclusive holiday on the calendar.

The increase in who is now a “qualified participant” in Mother’s Day has its roots in demographic change. But interestingly, it also tracks with the women’s rights movement. It has become a celebration of women, whether they hold the official title of “Mom” or not. For that reason, Mother’s Day has become both a retailers’ dream – and opportunity!

Want to see how celebrants are planning to honor that special woman in their lives? We invite you to read Tanya Gazdik’s Marketing Daily column, “Mother’s Day Spending Predicted To Be Up 4%.

My son once remarked that Mother’s Day shopping was hard because she deserved a diamond and he only had enough money for a candle!

Don’t worry. She’s going to love whatever you get her!



Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Friday, April 05, 2019

There’s a rule. It’s called the “Rule of Six.”

It has 6 parts to it. 

It’s validated, marketplace-proven, and works for any brand in any category in any sector. B2C, B2B, D2C. Doesn’t matter. The “Rule of Six” works. If your brand can engender real loyalty and create emotional engagement.

It goes like this: ”Loyal customers are six times more likely to. . .”
  1. Buy your products,
  2. Buy more of your products more often, 
  3. Recommend your products to friends and family, 
  4. Invest in publicly traded companies, 
  5. Rebuff competitive offers (especially price-based offers), and
  6. Give your company or brand the benefit of the doubt in tough circumstances.

It’s that last one that kicked in for Nike when primacy-of-product failed on the court and Duke’s Zion Williamson, the 18-year-old tipped to be the next big thing in basketball, found his Nike left shoe literally ripped apart after only 33 seconds of play.

And yes, the social networking world went crazy. But that’s just social networking, not loyalty.

Want to know why and what happened to the brand? We invite you to listen to a Wise Marketer Executive Interview, with Brand Keys Founder, Robert Passikoff, “Nike’s ‘Blowout’ and Its Effect On Loyalty.

Primacy-of-product is “table stakes” today. You have to have it if you want to play. Loyalty, on the other hand, is how you win.



Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, March 25, 2019

What is Loyalty?

Loyalty isn’t some amorphous, disembodied thing. It’s more than points. And much more than tweets. Oh, and it isn’t something that just naturally visits itself upon your brand. 

Loyalty is the product of skill, knowledge, and in the most successful of brands, the creation of real, emotional engagement.

When you can create it, it’s powerful. Managed properly it can be the most powerful tool in your marketing arsenal. It’s a leading-indicator – predictive of positive consumer behavior, sales, and brand profitability.

But nothing worth having comes easily.

Want some insights into how to create and manage loyalty and make it work harder for you? We invite you listen to a Wise Marketer executive interview with Brand Keys Founder and President, Dr. Robert Passikoff.

We hope to share these valuable insights with you on a regular basis. 

Because in the real-world marketplace it turns out an ounce of loyalty is always worth more than a pound of air miles!


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, February 25, 2019

The Politics of Brand Trust

The President’s ongoing assaults on media trust notwithstanding, viewers dotrust their TV news brands. To varying degrees, anyway.

Where did the brand youtrust most rank in our most recent TV Trust survey? Take a look here.

These new findings suggest “trust” may pivot on the winds of political providence. What are TV News brands doing about it? Here’s what one brand is doing.

In a heal-thyself-related “trust” measure, trust levels­ in the President – by political affiliation – are down again this wave: Democrats 10% (-4%), Independents 19% (-3%), and Republicans 30% (-5%). 

For all brands – both media and political – it might be worth remembering trust takes years to build, seconds to break, and forever to repair.



Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.