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.