Wednesday, January 06, 2021

New Year’s Resolutions for Marketers and Other Human Beings

It’s that time of year when people make New Year’s resolutions.  

As part of our annual Brand Keys Customer Loyalty Engagement Index (the 2021 survey examining 94 categories and nearly 900 brands will be available January 19th) we also ask thousands of consumers whether and what they’re planning for their New Year’s resolutions. 

 

And, since we speak to so many people, we did a drill-down into a segment of brand and marketing professionals and asked them what resolutions they were going to make, so we invite you to take a look at what they had to say here.

 

Resolutions, it turns out, are tough. Nearly 70% of people make some. But, alas, 94% of people give up after 20 days, 80% fail by the second week of February, and only 10% end up keeping them. That’s because it takes approximately 78 days for a real lifestyle change to kick in.

 

Whatever’s on your list, whatever you’ve come up with, we wish you all a successful and healthy 2021. And may any minor nuisances you run into, last only as long as the average resolution!



Monday, December 21, 2020

Three Kinds of Marketers and the Future

When it comes to the future, it’s said there are three kinds of marketers: those who let it happen, those who make it happen, and those who wonder what happened.

To help navigate the future, Brand Keys conducts a year-end review of all our loyalty and engagement metrics. This year 100,000+ consumers took part in our predictive surveys. 

 

Our analysis identified correlated-to-behavior views of future changes to category dynamics and consumer expectations. The detours in customer journeys and the arrivals and departures of category and consumer values. And eleven future trends that will transform 2021. We invite you to take a look at what’s down the road here.

We look to the future because it’s what we do professionally. But this year, in particular, and very personally, the future is more important than ever because, what the insights make clear, is that all consumers and our colleagues ache to view this past year in a rear-view mirror. 

 

They all look to the future and hope for an end to the pandemic, an end to the economic, social, and racial disruptions, and an end to 2020’s abnormal. They yearn for a future of normalcy. At work, and school, and restaurants, and at local businesses and gyms. To travel the world and safely socialize with family and friends in their neighborhoods. To rejoice and grieve – not on a computer screen – but together, on a clear path to a better tomorrow.

 

This is our wish for you and yours for the New Year.



Tuesday, December 08, 2020

Trump TV: The Most Promising POTUS Option

Brand Keys designated Donald Trump a "Human Brand" back in 1991, meaning his name translated into added-value for products and services . 

Since entering politics, the Trump brand has been devalued in a number of areas where it used to excel. Except one. “Entertainment.” Our recent Trump Brand update suggests an entertainment presence could revive his flagging brand’s value. 

 

The survey found about 20% of the National sample said they would "definitely or probably" tune in to a Trump TV channel (41% of Republicans, 15% of independents and 7% of Democrats).

 

For survey details, we invite you to tune in here.


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, November 30, 2020

The Thin Brand Line

When it comes to your brand, there’s a thin line between being iconic and being dead. 

very thin line.




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, November 23, 2020

Some CDC and Research Guidance For Thanksgiving. And the Demise of Black Friday

The Center for Disease Control’s Thanksgiving guidance recommends less travel, staying home, and smaller family gatherings this year. They’re also urging people to reconsider how they participate in another November tradition, Black Friday.  

Oh, not just safety. There’s that, of course. But a recommendation that should be a bit easier for consumers to comply with: Shoppers should take advantage of Cyber Monday and shop online rather than in person.

 

Actually, that should be the easiest recommendation for shoppers to follow because over the past decade more and more consumers actually do their “holiday” shopping months before Black Friday. For more about the demise of a vanishing holiday tradition, we invite you to read The Customer column, “Black Friday Is Getting A Little Gray.


It’s with no small irony we advise you to be safe out there, wear a mask covering your nose and mouth, socially distance, wash your hands often, cough or sneeze into your elbow, and try to be thankful and embrace those who enrich your lives.  Even if it’s just over Zoom!

 

The Brand Keys family wishes you the gift of faith and the blessings of hope and health this Thanksgiving season.



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.

Tuesday, November 17, 2020

This Holiday Season Has Become The “Unpredictable” Season

This holiday season is going to be like no other brands have ever seen. Lower projected holiday sales aren’t surprising given the health of the economy and the health-threat to consumers.

Regulations for retail will vary by locale, but curbside pickup, online, and mobile purchases are going to explode (predicted to be +55%, +35%, and +53% respectively), but there’s still a degree of unpredictability for the foreseeable future. Brands need to be prepared. 

 

What is  predictable is that bolstering your brand’s loyalty can bring you a six-times return on your marketing efforts, and we invite you to listen to an discussion about how to best leverage you brand’s loyalty with Mike Giambattista, publisher of TheCustomer

At its best, life is unpredictable. But that doesn’t mean you can’t be prepared.


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.

Tuesday, November 10, 2020

Silver Bullet Research Doesn’t Work

Silver bullets work really well as a commemorative memento of the Lone Ranger or something to kill a werewolf, but they don’t work very well when it comes to marketing, consumer, or brand research. 

Want to know why? Because consumers, markets, and brands are complex, and “complexity” is the nemesis of the silver bullet solution. For more, take a look at our column in this week’s The Customer.

 

The thing is, complexity operates in a stadium where the rules change depending on what team you’re on, and that’s never an arena where “silver bullets” play really well. Engagement and loyalty, on the other hand, metrics can help simplify the process.

 

Want to know how? Reach out here.



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.