Monday, August 20, 2018

The 24th annual Brand Keys Back-to-School (B2S) survey conducted among 7,950 U.S. households (with school-age children pre-school through 12th grade) indicated slightly higher spends YOY. The average-spend – $730.02 – is a combination of consumer confidence and tax reform, but mostly due to consumer technological smarts and networking.

Regionally, B2S spending looked like this:

Northeast:    $817.60
West:            $728.08
Midwest:       $700.80
South:           $673.60

And yes, those are the hard numbers households expect to spend, but “value,” isn’t just pricing.

Real value is brand differentiation and brand engagement, and how consumers see brands meeting their expectations. Retail brands that can emotionally engage consumers will be seen as surrogates for price-based added-value.

Brands that have learned that lesson will benefit most over the nearly 4 months that now make up the B2S marketplace. For specifics on what and where B2S consumers are spending, click here.

These days, providing more than just low-lower-lowest prices is a fundamental lesson back-to-school retailers have to already mastered if they hope to just pass the B2S break-even profitability test.

Retailers that develop more loyal and engaged customers, on the other hand, will see bottom lines that translate in Quarterly “Report Cards” as A+.



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, August 13, 2018

Who Are The 20 Most Innovative Tech Brands?

Our 6th annual Most Innovative Tech Brands survey found consumers’ identification with brands and innovation continues to broaden and transform categories.

The 21st century may not have delivered on the promise of flying cars, but it is clearly meeting its potential in better meeting consumers’ technological innovation expectations – including, for example, the concept of self-driving cars.

Top-5 most-innovative brands were:
  1. Amazon
  2. Apple
  3. Google
  4. Netflix
  5. Samsung
For the remaining 15 tech innovators – six of which were new to the top-20, some very surprising – click here. Each new brand that enters our list stands for something that advances the category in which they compete, responds to consumer expectations, and provides a lot of consumer-to-business crossover.

Three brands fell off this year’s top 20: Facebook, Buzzfeed, and Line, and are proof of this year’s bottom line: Consumers have come to see innovation and change as an expectation within virtually every category and want it now!

And, it’s the wise brand that remembers it’s not about having ideas any more.

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.

Monday, August 06, 2018

“Fake TV News” Engenders More Trust Than The President

Drawing from our Brand Keys 2018 Customer Loyalty and Engagement Index, (www.brandkeys.com) we examined 150 categories and 1,287 brands to determine how much the single value of “trust” contributed to brand engagement and market success.

The category, “Media,” was #1 in terms of “trust” contributing most (34%) to consumer i.e., viewer/reader/visitor engagement. For broadcast and cable news – independent of other media formats and platforms ­– “Trust” was slightly higher, contributing 39% to network brand engagement.

The remaining 61% was accounted for via attributes and values like quality of hosts, levels of commentary and insight, and credible and engaging guests.

4,012 viewers rated broadcast and cable brands they watched regularly (3+ times a week) via our Emotional Engagement Analysis to determine how much – that one value in particular – trust – was engendered by the brands, with the following results. 5% indicates a significant difference at the 95% confidence level:


As President Trump has assailed news (of all varieties) as “Fake News,” and more recently, “the enemy of the people,” Brand Keys was interested to see how much “trust” viewers actually had in the President, versus the TV brands.

Mr. Trump was rated an overall 29%, less than a third of that attributed to the BBC, and half that of Sinclair. By political affiliation, Democrats rated Mr. Trump 14%, Independents 22%, and Republicans 35%. 18% of the sample had “No Opinion.”

NOW READ ALL ABOUT IT! Our next wave of the Brand Keys Media Trust Tracker will report on “Newspapers.”



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.