Sunday, October 15, 2017

Which Brand Has The Most Loyal Customers?



Brand Keys just released its 2017 Loyalty Leaders List, an extraordinarily comprehensive and insightful, cross-category perspective of today’s loyalty brandscape.

So here’s a question for you. Which brand do you think was #1?


  • Customers named one brand in three different categories that ended up in the top-10.
  • Another brand showed up four times in the top-25.
  • Only two beverage brands made the top-20, which was also true of two automotive brands.
  • Seven new brands showed up in this year’s top-100.

Check out how well you know your brands and customers, and view the complete 2017 Top 100 Loyalty leaders list here.

For those of you planning for 2018, our 22nd annual Customer Loyalty Engagement Index (CLEI) will be fielded again this January, with results available before the Super Bowl.

More than 50,000 consumers (M/W, 16-65) will assess 1,000 B2C and B2B brands in over 100 categories. The metrics correlate with consumer behavior and brand profitability at levels of 0.85+. You (and your competitors) are probably already included, but your absence is easily remedied!

For more information about signing your brand up for our independently-validated, emotionally-based insights, and to include your brand in the 2018 CLEI, give Leigh Benatar a call (212-532-6028) or send him an email (leighb@brandkeys.com). He can answer any of your questions.

Particularly the ones related to making your brand #1 in your category.



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, October 09, 2017

Branding’s Golden Rule: Listen To The Voice-Of-The-Consumer. That’s All We Do.

Sure, every brand says it does this; that it’s customer-focused and its research always represents the “voice of the customer.” It’s a nice thought but, unfortunately, today most traditional research doesn’t even come close to capturing customer whispers, let alone actual voices!

Studies conducted via traditional techniques provide a fine net for capturing a historical portrait of what people have already done, but they can’t tell you what's down the road. And most don’t correlate highly with customer behavior or sales in the real-world marketplace.

But here’s an opportunity for your brand to possess 100% consumer-driven voices.  Research designed to provide emotionally-based insights generalizable at the 95% confidence level, with findings that correlate with in-market behavior and brand profitability at levels of 0.85 or higher, and illuminate how people truly make choices in the real marketplace.

Our 22nd annual Brand Keys Customer Loyalty Engagement Index(CLEI) will be fielded again this January. We’ll be talking – and listening – to over 50,000 consumers, men and women, 16 to 65 years of age, drawn from the nine U.S. Census Regions. We will examine 1,000 B2C and B2B brands in over 100 categories. You (and your competitors) are probably already there!

The research, a combination of validated psychological research and some very, very smart higher-order statistical analyses, has been independently validated by organizations like the ARF, the ANA, and ESOMAR.

Listening to over 50,000 consumer voices each wave provides brands and marketers with insightful, cost-effective, effectual, and powerfully accurate brand insights that can help you and your brand “hear” the real voice of your customer.

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 email him (leighb@brandkeys.com). He can show you how to turn up the volume on your target consumers’ voices.


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, October 03, 2017

Brand Success Is Right Around The Corner


2018 is right around the corner and you never know what’s coming unless you can see around that corner. It could be something critical to your brand’s success but, regrettably, not many brands can see around those corners.

Why? Well, structure of the marketplace has changed – but more powerfully, changing consumers are the ones making all those corners more difficult for brands to see, let alone see around.

All this means is now’s a good time for brands to adopt an engagement and loyalty-based measurement approach that is predictive of how consumers will behave in the future and what values brands should attend to. The one hiding just around the next corner.

We can help with that. We’re Brand Keys and we’ve spent more than three decades developing and honing emotionally-based, predictive brand metrics, that provide marketers with an opportunity to possess emotionally-based insights that no traditional, digital, or social research ever matches. Insights that predictively identify real choices real people make in the real marketplace.

The 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 nine U.S. Census Regions. We will examine 1,000 B2C and B2B brands in over 100 categories. We may already be measuring you – and your competitors.

The research, a combination of validated psychological measures and some very smart higher-order statistical analyses, has been independently validated by organizations like the ARF, the ANA, and ESOMAR. More importantly, the findings correlate with consumer behavior and brand profitability at levels of 0.85 or higher. So insightful, cost-effective, effectual, and powerfully accurate brand insights will help you and your brand see around next year’s corners.

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 email him (leighb@brandkeys.com). He can answer any questions about how helping you see around those tricky category corners will help to grow 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, September 25, 2017

What We Think, We Become. What Your Customers Think Is What The Marketplace Becomes.

Know these four things, and you will absolutely know what your brand’s customers think. If you know that, you will know the marketplace. You’ll lead it too.

1. What are the four behavioral drivers of loyalty and engagement in your category that describe how consumers view your category, how they compare brands, and how they will buy?

86% of the time marketers don’t know the correct order of importance of their brand's category drivers. They look at those through a brand “eye.” But consumers use a category “eye.” Failing to recognize the difference can be 100% fatal to brand success.    

2. What are the attributes, benefits, and values (ABVs) – emotional and rational – that make up each of the drivers, and what percent-contribution to brand engagement and loyalty does each ABV make?

On average, marketers miss more than 40% of the values that shape each driver. Those
are usually emotionally-based ABVs. Today’s marketplace is more emotional than rational, (70:30) so marketers can’t afford to miss even one!

3. What expectations do consumers hold for each of drivers in your category?

Marketers can guess at this. Only consumers really know, but you can’t just ask them because sometimes they don’t have the words to articulate their feelings and sometimes they just don’t want to. Brand Keys psychological measures can identify them. 

4. How well does your brand meet those consumer expectations? That’s a measure of how well your brand performs on the four drivers and, as it turns out, also a predictive, leading-indicator of how well your brand will do in the marketplace.

Our surveys provide quantitative assessments generalizable at the 95% confidence level. The questionnaire has a test/re-test reliability of 0.93 derived from National Probability Samples and has been used in B2C and B2B categories in over 35 countries around the world. Insights are identified 12 to 18 months before they show up in focus groups, tracking studies, or traditional brand research.

That said, the 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 nine U.S. Census Regions in ways that precisely answer those critical 4 questions. We’ll be examining 1,000 B2C and B2B brands in over 100 categories. We may already be measuring you – and your competitors.

The research, a combination of validated psychological research and some very smart higher-order statistical analyses, has been independently validated by organizations like the ARF, the ANA, and ESOMAR. More importantly, our findings have been shown to correlate with consumer behavior and brand profitability at levels of 0.85 or higher.

For more information about our correlated-to-behavior, emotionally-based, and 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 the Customer Loyalty Engagement Index can help you discover critical answers to things every marketer should know about their 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, September 04, 2017

2017’s Most Innovative Tech Brands

The 5th annual survey of consumer perceptions of innovative tech brands, conducted by Brand Keys Inc., (brandkeys.com) New York-based brand loyalty and engagement research consultancy, found consumers’ identification with brands and innovation has continued to broaden.  Four new brands joined the top-10 list this year: Snap, Buzzfeed, Spotify, and airbnb.

While it may be hard to believe, there was a time when consumers actually feared of technological innovation. Consumers equated innovation and technology with a greater likelihood of something to go wrong, but clearly not anymore. The 21st century may not have delivered flying cars, but it is clearly meeting its’ potential in terms of providing products and services that better meet consumers’ expectations when it comes to technology.

This year 4,010 consumers were asked to name companies and brands that were highest on their lists of technological innovators, with the following top-20 results. Numbers in parentheses indicate movement up or down the innovation list.

  1. Amazon (+3)
  2. Samsung (+1)
  3. Google (-1)
  4. Apple (-3)
  5. Netflix (+1)
  6. HBO (-1)
  7. Facebook (--)
  8. Uber (+5)
  9. Snap (new)
  10. Slack (+6)
  11. YouTube (-2)
  12. Microsoft (-1)
  13. IBM (-1)
  14. Tesla (+3)
  15. Buzzfeed (new)
  16. Spotify (new)
  17. Airbnb (new)
  18. Twillio (+1)
  19. Line (+1)
  20. LinkedIn (-10)
The consumer’s expectation for constant innovation, and the expansion of technological innovation, is crossing over B2C and B2B lines more and more. Each new brand stands for something that advances the category in which they compete, with a lot of consumer-to-business crossover.

This year’s list makes it clear that consumer ideas about innovation have changed dramatically over the past 5 years. Consumers have come to see innovation and change as an opportunity – not a threat. And, it’s the wise brand that remembers it’s not about ideas. 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. 

Sunday, August 20, 2017

Smarter Back-to-School Consumers Change Shopping Patterns

Oh, and there’s a new BTS Sheriff in town and the 23rd annual Brand Keys (www.brandkeys.com) back-to-School survey for households indicates that according to the 8,082 parents polled, they plan to spend more this year, a combination of rising consumer confidence and consumer smarts. Six percent more, or an average of $716.

Smart, connected consumers have gotten smarter. They’re on to 21st century retail strategies Retailers taught – and consumers learned – four things that now govern purchase behavior generally, and specifically for back-to-school buying:
  1. Retailers have started marketing for occasions like back-to-school earlier and earlier.
  2. Prices start at very low levels, increase over time, and then drop down to lowest prices available.
  3. Deals are always available if you look hard enough.
  4. These days it makes sense to holiday shop very early and then as late as possible.
This year Brand Keys used a longitudinal sample with survey results gathered for the same respondents twice over the period of time from June 19th through August 11th to monitor back-to-school spending, revealing two, distinct waves of anticipated consumer purchases.

First, early consumer spending focused generally on supplies, e.g., copy paper, notebooks, writing implements, printer cartridges, ink and toner, computers, electronics, and calculators, accounting for an estimated 41% of this year’s anticipated average spend.

The second wave of later spending is anticipated to take place this month through the start of the school year, with 59% of 2017’s average anticipated spend predominantly budgeted for clothing, shoes (athletic and dress), books and study aids. And where are consumers shopping, early and later in the season? Glad you asked.

Wave 1: Early
  1. Amazon.com
  2. Walmart
  3. Staples
  4. Target
  5. Apple/Best Buy

Wave 2: Later
  1. Amazon.com
  2. Walmart.com
  3. Best Buy.com
  4. Nike
  5. TJ Maxx/Macys.com
While the past few years have proved this finding, this year’s BTS marketplace confirms that Amazon.com has become consumers’ default shopping platform – early or late in the season. Amazon will likely end up with 9% of the total $80 billion BTS spend this year, so a lot of money!

Average spending in all major back-to-school categories is up compared to last year, representing a 6% increase YOY, with online (99% of consumers will be using that) the consumer’s shopping platform default mode. Online is followed by closely Discount Stores (98%) and – at a distant third – Department Stores (69%). And if you think platform choice is just about pricing, think again, folks.

Pricing isn’t the only thing that consumers equate with “value.” It’s about brand differentiation and brand engagement, and retail brands that can emotionally engage consumers will be seen as surrogates for added-value, and the ones that can do that will be the brands that benefit most over the three-and-a-half months that now make up the back-to-school marketplace. These days, providing more than just low-lower-lowest prices is a fundamental lesson all back-to-school retailers need to cram for if they hope to pass courses like “Same-Store Sales” and “Accounting” with flying colors.


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.