Tuesday, June 11, 2019

Marketing is a lot like sex. . .

. . . everybody thinks they’re good at it!

But, unfortunately, they’re not. 

The brandscape is littered with brands that didn’t market right and paid the price.

Here’s one brand that went from #1 to #19 (aka “last”) in their category in the 2019 Customer Loyalty Engagement Index.

The problem? Consumers didn’t buy their marketing or their vision of sex.

Here’s why.



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, June 02, 2019

What to Do When Ad Campaigns & Logos Don’t Work

Wells Fargo has struggled to engage (and re-engage) its customers. But recently the bank’s loyalty numbers improved: 58% to  73%. True, not great when you consider other banks are in generally the high 80’s, but something.

Apologies to customers and ad campaigns don’t go as far in this socially-networked world as they did 25 years ago. What the brand faces was never something that could be fixed with mid-20th century public relations & communication tactics.

Wells Fargo has bad brand karma. Nobody believed their ads. Why would they? They betrayed customer trust.

A new logo? The CMO  insisted, “The changes to our stagecoach paid homage to our history while signaling a transformation to a contemporary, dynamic, and ever more innovative bank.”  One can only suppose he wasn’t talking about innovative ways of creating fake credit card accounts. 

Their approach was bound to fail. 

And it did. 

But Wells Fargo’s loyalty improved recently. How so? 

For insights into how the bank managed its own critical brand asset, we invite you to read Tanya Gazdik’s Financial Review in Marketing Daily.

The bottom line? They finally pulled the right loyalty lever, which might have been culturally labeled “Throw the Rascals Out.”

If they had predictive loyalty metrics, they would have known that. High percent-contribution loyalty values always point the right road for a brand to take. Which is important.

Especially if your logo is a stagecoach.


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, May 20, 2019

The Why’s & How’s of Sports Fan Loyalty

Sports – teams and leagues – are just like brands. 

And with deep respect to Yogi Berra, he was mistaken when he said, “Baseball is 90% mental and the other half is physical.”  

No, no, not that it was one of his classic “Berra-isms.” It turns out, loyalty to baseball (and football, basketball, and hockey) is actually 70% emotional and 30% rational.

There are emotional and rational loyalty and engagement drivers that sway fans’ attention, time, thoughts, and viewership – even command fans’ decisions to buy (and wear) particular jerseys, hats, scarves, or logos (locations varied and unspecified).

Mr. Berra was right when he said, “You can observe a lot by just watching,” which Brand Keys has been doing for 27 years when it comes to sports fan loyalty. 

So, we invite you to listen to Robert Passikoff, founder and president of Brand Keys, and Mike Giambattista, Editor-in-Chief at The Wise Marketer, as they discuss some observations around “Sports League Loyalty.

Because it turns out, it is just like Yogi said, “If the people don’t want to come out to the ballpark, nobody’s going to stop them!”


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, May 06, 2019

What’s Retail’s Most Inclusive Holiday?

Answer: Mother’s Day.

Mother’s Day has come to encompass a broader spectrum of relationships, connections, and emotional bonds. It’s becomes a widespread, collective celebration. 

The holiday celebrant-range includes everyone! Moms, wives, step-moms, female relatives and friends, divorced parents, single-parents, same-sex and civil union households. It crosses every cultural, ethnic, and religious border, making it the most inclusive holiday on the calendar.

The increase in who is now a “qualified participant” in Mother’s Day has its roots in demographic change. But interestingly, it also tracks with the women’s rights movement. It has become a celebration of women, whether they hold the official title of “Mom” or not. For that reason, Mother’s Day has become both a retailers’ dream – and opportunity!

Want to see how celebrants are planning to honor that special woman in their lives? We invite you to read Tanya Gazdik’s Marketing Daily column, “Mother’s Day Spending Predicted To Be Up 4%.

My son once remarked that Mother’s Day shopping was hard because she deserved a diamond and he only had enough money for a candle!

Don’t worry. She’s going to love whatever you get her!



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.

Friday, April 05, 2019

There’s a rule. It’s called the “Rule of Six.”

It has 6 parts to it. 

It’s validated, marketplace-proven, and works for any brand in any category in any sector. B2C, B2B, D2C. Doesn’t matter. The “Rule of Six” works. If your brand can engender real loyalty and create emotional engagement.

It goes like this: ”Loyal customers are six times more likely to. . .”
  1. Buy your products,
  2. Buy more of your products more often, 
  3. Recommend your products to friends and family, 
  4. Invest in publicly traded companies, 
  5. Rebuff competitive offers (especially price-based offers), and
  6. Give your company or brand the benefit of the doubt in tough circumstances.

It’s that last one that kicked in for Nike when primacy-of-product failed on the court and Duke’s Zion Williamson, the 18-year-old tipped to be the next big thing in basketball, found his Nike left shoe literally ripped apart after only 33 seconds of play.

And yes, the social networking world went crazy. But that’s just social networking, not loyalty.

Want to know why and what happened to the brand? We invite you to listen to a Wise Marketer Executive Interview, with Brand Keys Founder, Robert Passikoff, “Nike’s ‘Blowout’ and Its Effect On Loyalty.

Primacy-of-product is “table stakes” today. You have to have it if you want to play. Loyalty, on the other hand, is how you win.



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, March 25, 2019

What is Loyalty?

Loyalty isn’t some amorphous, disembodied thing. It’s more than points. And much more than tweets. Oh, and it isn’t something that just naturally visits itself upon your brand. 

Loyalty is the product of skill, knowledge, and in the most successful of brands, the creation of real, emotional engagement.

When you can create it, it’s powerful. Managed properly it can be the most powerful tool in your marketing arsenal. It’s a leading-indicator – predictive of positive consumer behavior, sales, and brand profitability.

But nothing worth having comes easily.

Want some insights into how to create and manage loyalty and make it work harder for you? We invite you listen to a Wise Marketer executive interview with Brand Keys Founder and President, Dr. Robert Passikoff.

We hope to share these valuable insights with you on a regular basis. 

Because in the real-world marketplace it turns out an ounce of loyalty is always worth more than a pound of air miles!


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, February 25, 2019

The Politics of Brand Trust

The President’s ongoing assaults on media trust notwithstanding, viewers dotrust their TV news brands. To varying degrees, anyway.

Where did the brand youtrust most rank in our most recent TV Trust survey? Take a look here.

These new findings suggest “trust” may pivot on the winds of political providence. What are TV News brands doing about it? Here’s what one brand is doing.

In a heal-thyself-related “trust” measure, trust levels­ in the President – by political affiliation – are down again this wave: Democrats 10% (-4%), Independents 19% (-3%), and Republicans 30% (-5%). 

For all brands – both media and political – it might be worth remembering trust takes years to build, seconds to break, and forever to repair.



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, February 18, 2019

C-Suite Advisory: Digital & B2B Brands Consumers Trust Most

"Trust” – an engagement factor in every product and service category – has become the indispensable connective tissue between brands, loyalty, and brand profitability. 

Consumer expectations for that single value have increased across all of the 90 categories and 822 brands we tracked this year, on average by 250+% since 2018. 

Sure, consumer expectations increase each year – usually in the 2% to 25% range. So 250% is unprecedented. 

Unprecedented, but not unexpected.

Want to know more about trust, engagement, and brand success and what you should expect? We invite you to read CEO World Magazine’s Verified Trust = Brand Success.”

Today, loyalty is a fusion of emotional engagement, trust, and an ability for a brand to engage. The brands on top of this year’s category lists know that. 

More importantly they know how.

If we can help, we’d welcome the opportunity to work with you and your team.


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, February 10, 2019

1 Thing 10 Brands in 10 Categories Have in Common

10 Brands:

Amazon Kindle 
AT&T Wireless 
Avis 
Discover Card 
Domino's 
Dunkin' 
Google 
Hyundai 
Konica Minolta 

10 Categories:

Automobiles
Car Rental
Credit Cards
MFP Copiers
Online Retail
Out-of-Home Coffee
Pizza
Search
Tablets
Wireless Services

1 Thing In Common:

https://www.mediapost.com/publications/article/331635/discover-card-avis-google-tops-in-customer-loyal.html


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.

Saturday, February 02, 2019

How Effective Are This Year’s Super Bowl Ads?

It's just two days until Super Bowl kickoff, and we thought you’d find this Research Business Daily Report analysis of the high-stakes, big-game commercials of some interest. https://youtu.be/2pcwnRq1HsM

Brand Keys was privileged again this year to share our emotional engagement-based evaluations of this year’s ads, which will be seen by what’s estimated to be, 150 million viewers. That’s a lot of eyeballs!

We would, however, point out that we have a slightly different perspective than some of our colleagues regarding ad effectiveness. We’re not as concerned with how much consumers “like” the ads, or how many viewers are out there. Oh, and if it seems someone passed a Super Bowl Full-Employment Bill for Celebrities this year, you’re not far off, although that doesn’t guarantee ad success!

No, we’re far more concerned with ads’ effectiveness in creating real brand engagement and, ultimately, generating sales and profits. At $5.3 million for thirty seconds of air time + millions of dollars in production costs, a laugh, a sigh, or a tweet alone isn’t really an acceptable return on a budget spend this big. Getting Boomers to hum along with Bob Dylan may bring back memories, but it doesn't sell more product!

Given that this is the Super Bowl we’re talking about –– we’ll close with a thought that might be worth advertisers and brand remembering:

There is no ‘I’ in ‘team,’ but there is one in ‘Return-On-Investment.’


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, January 13, 2019

What Keeps CMOs And Brand Managers Up at Night? Answers Fight Off the Nightmares of Marketing’s Brave New World

Social Networks are under siege while social activism has reached a 50-year high. Mountains of data accumulate in organizational silos, while marketing professionals deal with brand values infused with political dogma. Those concerns, the need to accommodate emerging technologies, and the unrelenting demand to continually prove marketing’s value are only some of the concerns keeping marketers up at night, according a new Marketing On My Mindsurvey conducted by Brand Keys.

Top Marketing ‘Nightmares’

Brand Keys asked 558 CMOs and brand managers, “What issues keep you up at night?” and asked 3,900 consumers to provides some insights and solutions in those same issue- areas. Percentages indicate the frequency of mention among professionals interviewed. “Problem” areas that received mentions by 75%+ of participants include:
  1. ROI and ROMI (97%)
  2. Big data, big tech, and big security issues (95%)
  3. Establishing trust between my brand the consumer (95%)
  4. Addressing innovation, AI, technology, and marketing automation (92%)
  5. Consumer expectations regarding privacy and transparency (90%)
  6. Better managing social networking (89%)
  7. Creating relevant and engaging advertising content and storytelling (88%)
  8. Deployment of predictive consumer behavior analytics and technologies (86%)
  9. Dealing with consumer advocacy, social activism like #MeToo & issues like gun violence (85%)
  10. Growing consumer expectations and gap between brand promise and expectations (82%)
  11. Developing a long-term strategy that aligns with corporate growth goals (80%)
  12. Ability to engage my audiences, not just identify and find them (80%)
  13. The democratization of the digital world and protecting my brand’s equity (79%)
  14. Political Tribalism and how it affects my brand (77%)
  15. Being relevant and tweeted, not just tweeted (75%)
  16. Keeping consumers engaged with my brand (75%)
  17. Create better cross-platform synergy for my marketing campaigns (75%)
  18. Being replaced by a Chief Revenue Officer (75%)
  19. Creating an ‘unlearning curve’ to move away from legacy marketing metrics (75%)
  20. Creating marketing synergy among different generational age cohorts (75%)
Consumer Insights For Insomnia-Inducing Issues

Brand and marketing professionals talk about the need to be “customer-centric” and to represent the “voice of the customer,” so Brand Keys decided to provide a little help. After all, who better than the consumer – via emotional engagement evaluations – to better point the way to effective brand solutions?

Insights from 3,900 consumers were used to examine issue areas that keep CMOs up at night. Recorded brand activities, solutions, and actual, what-happened market results were collected for sectors and categories including: 
  • Social Networking,
  • Social Activism, 
  • Retail (Apparel, Sporting Goods, & Department Stores), 
  • Beverages (Coffee & Beer), 
  • Food (Fast, Natural, & Supermarkets), 
  • Major League Sports, 
  • Technological Innovation & New Product Development, and 
  • Consumer responses to Politics, Patriotism, and Binge-Watching in marketing’s brave new world. 
Those insights can be accessed free at: brandkeys.com/what-happened

With a new year ahead, it is our hope that these problem-solution insights will help CMOs and Brand Managers better manage their day-to-day activities, and the long-term issues that will define success over the coming year.

And maybe even get a better night’s sleep!


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.