Sunday, December 17, 2017

Getting Your Brand Chosen

“You Are Not In Business To Be Noticed, You Are In Business To Be Chosen.”

As good researchers we always give attribution. It was Sam Walton who said that and it is as true today as it was when he said it nearly 50 years ago.

If you want to be chosen in this consumer-driven digital world, you need to know what consumers really want before they articulate it in focus groups and well before it shows up in your tracking research. That’s why we specialize in predictive, emotional engagement research.

An emotionally engaged consumer is a loyal consumer, and that’s what you want – loyal consumers that choose you over the competition again and again. So here’s an opportunity for your brand to possess emotionally-based insights that no traditional, digital, or social research can match. Real insights 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.

The research – based on interviews with more than 50,000 consumers – is a combination of validated psychological research and some very smart higher-order statistical analyses. Our approach has been independently validated and our findings correlate with positive consumer behavior, sales, and brand profits at levels of 0.85 or higher.

Customers of your brand, are asked a series of questions using Brand Keys’ questionnaire (test/re-test reliability of 0.93) to quantitatively identify and assess category-specific loyalty and engagement drivers, levels of contribution delivered by each driver, measures of unconstrained-by-reality expectations consumers hold for each of the drivers as regards to their perception of a Category Ideal, and how well you and the competition measure up to those expectations.

All this provides cost-effective, actionable insights (as opposed to just data) to help build, maintain, and reinforce loyalty among your current customer base, and promote engagement and consideration of your brand among non-customers, but most critically, choice.

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 get your brand chosen by more consumers more often 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. 

Sunday, December 10, 2017

A Brand New View of Your Brand

All you have to do is to look at the marketplace to see that the velocity of brand growth has slowed in virtually every category you’d care to name. We predicted this trend back in 2010.

At the same time we also predicted the appearance of a customer-led, digitally-centric marketplace paradigm that would require brands to get closer to their customers. We got that one right, too.

You and your brand are living that prediction right now! But when we said that, we weren’t referring to targeting or outreach. The digitally-driven marketplace has made targeting easier, and with a little effort and a database any brand can find anyone on any platform.

But reaching out to a potential customer and actually touching one are two distinctly different things. Today, when it comes to how brands “look” at the consumer, much of what’s done remains relatively unchanged from the last century. We’d like to offer you a better, independently validated approach.

Brand Keys specializes in brand loyalty and emotional brand engagement research. We’ve perfected a predictive model that has been independently validated to correlate very highly (.85+) with positive consumer behavior in both the B2C and B2B marketplaces. Our emotional engagement model delivers correlated-to-behavior, 100% consumer-driven brand insights and loyalty metrics so clients can more accurately and profitably look at their 21st century consumers. We are able to identify all the values that contribute to real brand growth, all generalizable at the 95% confidence level.

So here’s an opportunity for you and your brand to take a better look at your category and your customers to help develop real brand insights 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’ll be examining 1,000 B2C and B2B brands in over 100 categories. You (and your competitors) are probably already there.

Changing the way you look at your customer and brand will provide your brand with a new perspective that will fuel growth. The CLEI will tell you how customers see your brand, and what customers want to see.

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 you may have about how consumers are really looking at your category and 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. 

Monday, December 04, 2017

11 Brand Marketing Trends for 2018

“Legends of prediction are common throughout the spectrum of mankind. Gods speak, spirits speak, and computers speak,” author Ursula Le Guin wrote. What she missed, however, were consumers. Consumers speak too. Volumes if you know how to listen.

Predictive brand loyalty and engagement metrics allow marketers to more accurately decipher consumers’ words, emotions and expectations, aspirations and inclinations, propensities and passions. Happily all those allow us to predict behaviors in the marketplace, which Brand Keys (brandkeys.com) has been doing for over three decades.

This year’s insights are based on over 100,000 psychological assessments that measure the direction and velocity of category and consumer values – 12 to 18 months in advance of the marketplace. That permits us to also identify future trends, and have done so with uncanny accuracy.

This year we’ve identified 11 trends that will have direct consequences to the success – or failure – of 2018 branding and marketing initiatives. To view them, click 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.