Monday, November 27, 2017

What 60,000 Consumers Said About Your Brand

Here’s an opportunity for you to know precisely what consumers are saying about your brand: the Brand Keys Customer Loyalty Engagement Index (CLEI).

In January, Brand Keys conducts its annual the Brand Keys Customer Loyalty Engagement Index and interviews a nationally representative sample of men and women aged 16-65 years of age, drawn from the 9 US Census regions. Results of nearly 60,000 interviews (a deep-dive into B2C and B2B brands in 100 categories, nearly 1,000 brands) are available before the first kickoff at the Super Bowl.

Screening standards vary from category-to-category (just like the real world) with respondents self-selecting which category and brands they assess. Each category has tailored criteria engineered to identify “top-20% users,” which means the consumers who not only talk about you, but buy you as well.

For each category (and each brand in the category), Brand Keys collects assessments of customers’ needs, values, and brand perceptions, measures the ‘Ideal’ brand, as well as the brand for which they are customers. We capture emotional and rational aspects of loyalty and engagement that are statistically fused to identify the top four drivers of customer engagement and loyalty.

These drivers describe precisely how a customer will view a category, compare offerings within it, and, ultimately how they buy – and buy again. Independent validations have proven these assessments correlate very, very highly with consumer behavior, sales, and corporate profitability.

The metrics generated by Brand Keys not only paints a detailed picture of what engages customers, but also identifies the level of expectations customers have for the category and the brands they use.  Brands that come closest to meeting the category Ideal are the always the ones whose customers will demonstrate the greatest engagement and loyalty over the coming months and years. This has been proven in the marketplace time and time again.

It’s predictive, too. Traditional consumer and satisfaction studies report what people say about previous purchases. Brand Keys loyalty and engagement metrics forecast future behavior, predicting which products and services people will buy over the next 18 to 24 months.

The questionnaire has a test/re-test reliability of 93% and has been successfully used in B2C and B2B product and service categories in 35 countries around the world. It provides statistically reliable information at the 95% confidence level.

Perhaps more importantly, our findings correlate with consumer behavior and brand profitability at levels of 0.85 or higher. We are able to identify what drives loyalty and engagement in your category, what category and consumer values make the greatest contributions, what consumers really expect, and how well your brand is seen to meet those expectations.

In short, the CLEI delivers insightful, cost-effective, effectual, and powerfully accurate brand insights, which will have your colleagues and competitors asking precisely how you did it!

For more information about our correlated-to-behavior, emotionally-based, and independently-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 about how you can find out what all those consumers are really saying about your 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. 

Tuesday, November 14, 2017

2017 Holiday Spend Survey and the Best Gift For Marketing, Advertising, & Brand Folks on Your List (Naughty or Nice)

According to 11,625 consumers, this year’s average holiday spend will be $936. That’s up 4% from last year.

According to a smaller sample, here’s the best holiday gift for the marketing, advertising, and branding folks on your lists. The book The Writing on the Wall: Rediscovering New York City’s “Ghost Signs.”


As marketing & branding marched digitally into the 21st century, NYC’s “ghost signs” – advertisements actually painted on the sides of buildings, some dating back to the 19th century – have remained defiantly resolute, continuing to quietly advertise & market goods and services of all kinds, albeit some more useful in past centuries! Thanks to time, the environment, and gentrification these faded emblems of our rich advertising, economic, & social history are slowly disappearing before our eyes. But happily not before they were captured by a photographer’s lens.

Full Disclosure: The author’s name is not a coincidence. Ben is my son.

At the age of 16, he started roaming Manhattan with his camera to document these fascinating signs – hand-painted advertising and marketing messages that still adorned many buildings in New York City.

This updated photographic collection features signs painted in the 1800s as well as 21st century versions, and provides a rich and insightful commentary on modern advertising and marketing, and a visual roadmap of how brands got to where they are today.

This collection of vanishing ghost signs is now preserved in a photographic record that belongs in every marketers’, adman/women’s, and branding experts’ personal libraries. You can order it ­– in old-school hardcover or new-school digital – in time for the holidays at these retailers:


Happy Holidays from Brand Keys (and one proud Papa)!



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, November 05, 2017

Speed Defines The Best Of Everything

Speed does define the best in the marketplace, where expectations regarding what brands deliver move at the speed of the consumer.

In the past five years consumer expectations have grown by 30%. More if you’re talking about the tech or social categories, with all those expectations driven by the consumer. Brands, on average, have only been able to keep up by 7%, which leaves a really big gap between what consumers expect and what brands are seen to deliver.

A brand that is best able to meet those high consumer expectations is always the brand that best engages consumers. Not sometimes, always. The brand that best engages is always the brand that does best in its category. Again, always. Best profits. Best share-of-market. Best ROI. Best ROMI. Best reviews. Pretty much the best of all the things that count!

Being the best brand possible is a pretty good goal. But it isn’t easy. But we can help with some predictive insights regarding consumer expectations that determine real choices real people make in the real marketplace.

Our 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 9 U.S. Census Regions. We will examine 1,000 B2C and B2B brands in over 100 categories. You (and your competitors) are probably already there!

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, the AMA, and ESOMAR.

More importantly, our findings have been shown to correlate with consumer behavior and brand profitability at levels of 0.85 or higher to identify what drives loyalty and engagement in your category, what category and consumer values make the greatest contributions to your efforts, what consumers really expect, and how well your brand meets those expectations.


For more information about our correlated-to-behavior, emotionally-based, and independently-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 about how to help speed up your brand’s consumer engagement in the coming year.


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.