Tuesday, March 02, 2021

A Co-Branding Strategy That Fits Perfectly

 

Why?

  • Take care of your body, it’s the only place you have to live.
  • Be stronger than any excuse you can come up with not to exercise.
  • Don’t stop even when you’re tired. Stop when you’re done.

 

How Long Will It Take?

  • It will take 4 weeks to feel your body change.
  • It will take 6 weeks for friends and family to notice.
  • It takes 12 weeks for the world to comment.

 

Where?


Nordstrom’s.  In the Tonal Section.

 

Takeaway?


An athleisure look. Also, possibly a new wardrobe! Details 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.

Monday, February 22, 2021

Bad Hair Day Gives Brand A Major Boost

Tessica Brown had a major bad hair day. Major!

It involved Gorilla Glue, the industrial strength adhesive. Talk about a sticky situation for a brand. But it turns out that Ms. Brown’s misfortune was a real boost for the brand.

 

Spoiler alert: it worked out great for everyone. But if you want to see what happens when bad news turns out to be great news for a brand, 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.


Tuesday, February 09, 2021

One Year of Travel Carnage and Counting

It's no great surprise the pandemic changed the world’s travel plans. 

Your travel has likely been limited to a stroll from your bedroom to the kitchen, a masked cruise down the grocery aisle, with an occasional Zoom side-trip as a diversion. It’s almost certain the past year has been tedious and monotonous for most and certainly not what travel used to be.

 

Travel brands have been generally off the map since last year when Covid-19 highlighted their vulnerability and they won’t look exactly like they did pre-quarantine.

 

Take a look at a travel brands loyalty roadmap we identified from this year’s Customer Loyalty Engagement Index.

 

Sometimes the road less traveled is less traveled for a reason, but for travel brands it shouldn’t ever be because of a lack of loyalty.


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, January 25, 2021

What Loyalty Looks Like 25 Years + A Pandemic Later

We released our 25th annual 2021 Customer Loyalty Engagement Index today and, no surprise, loyalty has changed dramatically since 1996. 

This year however, examining 94 categories and 855 brands with our independently-validated methodology, we found last year’s marketplace rigors set two loyalty stress tests for brands:

  1. How to enhance brand-to-consumer emotional engagement and, 
  2. How to leverage brand values to best meet customers’ (very high) expectations. 

To delineate loyalty positions based on passing or failing those stress-tests, we created a series of emotional engagement/expectation quadrant maps. The maps graphically illustrate brand loyalty rankings and help visualize loyalty decision-paths. A map was generated for each of the 13 industry sectors including: Alcoholic Beverages, Automotive, Broadcast & Entertainment, CPG, Digital & Online, Electronics, Financial Services, Food & Beverage, Insurance, Personal Care, Restaurants, Retail and Travel.

 

If you’d like a copy of the sector that your brand competes in, let Leigh Benatar know (leighb@brandkeys.com) and he’ll help you out.

 

Yes, yes, desperate times and breakdowns in the supply chain provoke desperate choices. But lack of product availability does not denote a decline of brand loyalty. Being in-stock matters, but loyal customers are more likely to stick with brands through difficult times and, in a more stable marketplace, will wait for them or actively seek them out. 

 

A complete list of this year’s brands that exhibit the highest loyalty focus via emotionally-engaged customers and are best able to meet customers’ very high expectations can be found 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.

Wednesday, January 06, 2021

New Year’s Resolutions for Marketers and Other Human Beings

It’s that time of year when people make New Year’s resolutions.  

As part of our annual Brand Keys Customer Loyalty Engagement Index (the 2021 survey examining 94 categories and nearly 900 brands will be available January 19th) we also ask thousands of consumers whether and what they’re planning for their New Year’s resolutions. 

 

And, since we speak to so many people, we did a drill-down into a segment of brand and marketing professionals and asked them what resolutions they were going to make, so we invite you to take a look at what they had to say here.

 

Resolutions, it turns out, are tough. Nearly 70% of people make some. But, alas, 94% of people give up after 20 days, 80% fail by the second week of February, and only 10% end up keeping them. That’s because it takes approximately 78 days for a real lifestyle change to kick in.

 

Whatever’s on your list, whatever you’ve come up with, we wish you all a successful and healthy 2021. And may any minor nuisances you run into, last only as long as the average resolution!



Monday, December 21, 2020

Three Kinds of Marketers and the Future

When it comes to the future, it’s said there are three kinds of marketers: those who let it happen, those who make it happen, and those who wonder what happened.

To help navigate the future, Brand Keys conducts a year-end review of all our loyalty and engagement metrics. This year 100,000+ consumers took part in our predictive surveys. 

 

Our analysis identified correlated-to-behavior views of future changes to category dynamics and consumer expectations. The detours in customer journeys and the arrivals and departures of category and consumer values. And eleven future trends that will transform 2021. We invite you to take a look at what’s down the road here.

We look to the future because it’s what we do professionally. But this year, in particular, and very personally, the future is more important than ever because, what the insights make clear, is that all consumers and our colleagues ache to view this past year in a rear-view mirror. 

 

They all look to the future and hope for an end to the pandemic, an end to the economic, social, and racial disruptions, and an end to 2020’s abnormal. They yearn for a future of normalcy. At work, and school, and restaurants, and at local businesses and gyms. To travel the world and safely socialize with family and friends in their neighborhoods. To rejoice and grieve – not on a computer screen – but together, on a clear path to a better tomorrow.

 

This is our wish for you and yours for the New Year.



Tuesday, December 08, 2020

Trump TV: The Most Promising POTUS Option

Brand Keys designated Donald Trump a "Human Brand" back in 1991, meaning his name translated into added-value for products and services . 

Since entering politics, the Trump brand has been devalued in a number of areas where it used to excel. Except one. “Entertainment.” Our recent Trump Brand update suggests an entertainment presence could revive his flagging brand’s value. 

 

The survey found about 20% of the National sample said they would "definitely or probably" tune in to a Trump TV channel (41% of Republicans, 15% of independents and 7% of Democrats).

 

For survey details, we invite you to tune in 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.