Wednesday, October 29, 2014

Being Better In Tune With Consumer And Brand Engagement



Brand Keys celebrated its 30th anniversary last month. And as much as we’ve done in that time, we are reminded of an old synergy axiom, "No one can whistle a symphony. It takes an orchestra to play it.” That turns out to be truer in today’s complex marketing arena, filled with more complex consumers watching and sharing every brand’s every move – 24/7 on both big and small screens.

Orchestrating a successful and strategically engaging symphonic program for a brand (whatever the occasion, sponsorship, or holiday) has become more complex too. Thus, we are extraordinarily excited to announce a new and synergistic partnership between Brand Keys and Cult Collective to help brands more harmoniously (and profitably) accomplish just that.

If you have read our blog, “The Keyhole,” or our Forbes columns before, odds are you know what Brand Keys does. For those new readers who don’t, we specialize in predictive brand loyalty and consumer emotional engagement metrics that can identify the direction and velocity of customer values and categories, and, as it turns out, sales and profits too. Cult, a leading marketing consultancy helping global brands engage consumers in ways that lead to higher customer loyalty and profitability, is an enterprise composed of a consortium of companies across North America specializing in identifying the right marketing, strategy, social media, creative, and tactical market maneuvers for brands.

With this new alliance, the two firms can amplify brands’ abilities to deepen brand-to-consumer emotional engagement and customer loyalty by fusing Brand Keys’ validated research-based methodology with Cult Collective’s marketing implementation expertise. Ideologically, the two companies are aligned in their belief that customer engagement is what truly drives sales and long-term, sustainable growth, and not just more advertising.

This partnership is exciting not only because of what it means for both Cult and Brand Keys, both of which have a reputation for being thought-leaders and histories of smart, insightful, cutting-edge work for Fortune 500 companies, business leaders, and small brands alike. This new affiliation with Cult is an exciting opportunity for businesses to effectively optimize their marketing and media budgets and implement more engaging path-to-purchase strategies and go­to-market tactics. To paraphrase Cult Collective CEO Chris Kneeland, Brand Keys' statistical and predictive brand science, stacked up with Cult Collective's creative, will to yield even more potent brand solutions.

Brand Keys is excited to work with Cult to design solutions that will create better emotional engagement for more brands than ever before. When you are able to do that you end up achieving more than you ever expected for your brands, more efficiently with higher profit margins, which is music to any company’s CFO and shareholders.

And whether your brand program ends up sounding like a classical symphony or classic rock, independent validation studies have proven that optimizing your brand engagement efforts will have everyone whistling your brand’s tune.

All the way to the bank!



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.

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