Monday, September 25, 2017

What We Think, We Become. What Your Customers Think Is What The Marketplace Becomes.

Know these four things, and you will absolutely know what your brand’s customers think. If you know that, you will know the marketplace. You’ll lead it too.

1. What are the four behavioral drivers of loyalty and engagement in your category that describe how consumers view your category, how they compare brands, and how they will buy?

86% of the time marketers don’t know the correct order of importance of their brand's category drivers. They look at those through a brand “eye.” But consumers use a category “eye.” Failing to recognize the difference can be 100% fatal to brand success.    

2. What are the attributes, benefits, and values (ABVs) – emotional and rational – that make up each of the drivers, and what percent-contribution to brand engagement and loyalty does each ABV make?

On average, marketers miss more than 40% of the values that shape each driver. Those
are usually emotionally-based ABVs. Today’s marketplace is more emotional than rational, (70:30) so marketers can’t afford to miss even one!

3. What expectations do consumers hold for each of drivers in your category?

Marketers can guess at this. Only consumers really know, but you can’t just ask them because sometimes they don’t have the words to articulate their feelings and sometimes they just don’t want to. Brand Keys psychological measures can identify them. 

4. How well does your brand meet those consumer expectations? That’s a measure of how well your brand performs on the four drivers and, as it turns out, also a predictive, leading-indicator of how well your brand will do in the marketplace.

Our surveys provide quantitative assessments generalizable at the 95% confidence level. The questionnaire has a test/re-test reliability of 0.93 derived from National Probability Samples and has been used in B2C and B2B categories in over 35 countries around the world. Insights are identified 12 to 18 months before they show up in focus groups, tracking studies, or traditional brand research.

That said, the 22nd annual Brand Keys Customer Loyalty Engagement Index (CLEI) will be fielded again this January. We’ll be talking to over 50,000 consumers, men and women, 16 to 65 years of age, drawn from the nine U.S. Census Regions in ways that precisely answer those critical 4 questions. We’ll be examining 1,000 B2C and B2B brands in over 100 categories. We may already be measuring you – and your competitors.

The research, a combination of validated psychological research and some very smart higher-order statistical analyses, has been independently validated by organizations like the ARF, the ANA, and ESOMAR. More importantly, our findings have been shown to correlate with consumer behavior and brand profitability at levels of 0.85 or higher.

For more information about our correlated-to-behavior, emotionally-based, and validated brand insights, and to find out if your brand is or can be included in the 2018 CLEI, give Leigh Benatar a call (212-532-6028) or send him an email (leighb@brandkeys.com). He can answer any questions you may have about how the Customer Loyalty Engagement Index can help you discover critical answers to things every marketer should know about their brand.


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, September 04, 2017

2017’s Most Innovative Tech Brands

The 5th annual survey of consumer perceptions of innovative tech brands, conducted by Brand Keys Inc., (brandkeys.com) New York-based brand loyalty and engagement research consultancy, found consumers’ identification with brands and innovation has continued to broaden.  Four new brands joined the top-10 list this year: Snap, Buzzfeed, Spotify, and airbnb.

While it may be hard to believe, there was a time when consumers actually feared of technological innovation. Consumers equated innovation and technology with a greater likelihood of something to go wrong, but clearly not anymore. The 21st century may not have delivered flying cars, but it is clearly meeting its’ potential in terms of providing products and services that better meet consumers’ expectations when it comes to technology.

This year 4,010 consumers were asked to name companies and brands that were highest on their lists of technological innovators, with the following top-20 results. Numbers in parentheses indicate movement up or down the innovation list.

  1. Amazon (+3)
  2. Samsung (+1)
  3. Google (-1)
  4. Apple (-3)
  5. Netflix (+1)
  6. HBO (-1)
  7. Facebook (--)
  8. Uber (+5)
  9. Snap (new)
  10. Slack (+6)
  11. YouTube (-2)
  12. Microsoft (-1)
  13. IBM (-1)
  14. Tesla (+3)
  15. Buzzfeed (new)
  16. Spotify (new)
  17. Airbnb (new)
  18. Twillio (+1)
  19. Line (+1)
  20. LinkedIn (-10)
The consumer’s expectation for constant innovation, and the expansion of technological innovation, is crossing over B2C and B2B lines more and more. Each new brand stands for something that advances the category in which they compete, with a lot of consumer-to-business crossover.

This year’s list makes it clear that consumer ideas about innovation have changed dramatically over the past 5 years. Consumers have come to see innovation and change as an opportunity – not a threat. And, it’s the wise brand that remembers it’s not about ideas. It’s about making ideas happen!



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.