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 (firstname.lastname@example.org). 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.