pass_a01ffirs.qxd 7/25/06 11:48 AM Page v PrediPredictingcting MarketMarket SuccessSuccess New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand ROBERT PASSIKOFF, PHD John Wiley & Sons, Inc. pass_a01ffirs.qxd 7/25/06 11:48 AM Page viii pass_a01ffirs.qxd 7/25/06 11:48 AM Page i Praise for Predicting Market Success “Brand marketing is at a crossroads, and Robert Passikoff shows the way to the future—shattering conventional branding wisdom with one hand, and giving actionable advice with the other. Predicting Market Success delivers the key in- gredients for breakthrough marketing strategies: a clear-headed understanding of brands, and a predictive approach to measuring them.” Marc E. Babej President, Reason, Inc. “In the newly created world of utility deregulation, companies like KeySpan need to be able to differentiate themselves from their competitors. Predicting Market Success provides an easy to understand manual for applying engagement metrics to the brand, and defining what values create differentiation to create a successful brand platform for success.” Bob Catell Chairman & CEO, KeySpan Energy “Managers who cannot accurately measure and predict the performance of their brands cannot succeed. They are doomed to failure. This book provides an excellent road map with proven measurement tools. If managers follow it, they will not just succeed, they will dominate their competition.” Larry Chiagouris, PhD Associate Professor of Marketing, Lubin School of Business, Pace University “In a world where any marketer’s most important skill is dealing with con- stant change, Robert Passikoff is consistently the best signpost for what will happen next. His book will help marketers be more nimble and more purpose- ful in our nimbleness. Robert Passikoff has a well-established reputation as the guru of loyalty. By sharing his methods and insights, he offers all marketers a chance for engagement enlightenment.” Scott Deaver Executive VP Marketing, Cendant Car Rental Group “Robert Passikoff comes as close to understanding how brands can profitably differentiate themselves in an increasingly commoditized world as anyone we’ve ever known. His data is clear, the measures concise, and his findings totally pass_a01ffirs.qxd 7/25/06 11:48 AM Page ii actionable. He is our resource of choice for the most complex branding assign- ments we undertake.” Joe Dell’Aquila Managing Partner, Continental Consulting “Think of customer loyalty as the air that viable brands must breathe in order to survive. Then think of Robert’s customer loyalty metrics as a brand’s life support system.” Leonard Eber CEO, Karen Neuberger “Robert Passikoff ’s single-minded approach to life and his amazing Brand Keys invention takes much of the uncertainty out of making tough marketing decisions. It’s a predictive tool that works. Putting your money on a 95 per- cent sure thing as part of the process, is just common sense. Following Robert’s advice is a staggeringly obvious ‘no-brainer.’ Reading Predicting Mar- ket Success will help all of us do what we do better.” Ray Hanks Regional Business Advisor, Creative Industries, U.K. “There is no more important category to understand a consumer’s emotional bond than in the automotive segment. All decisions are emotional with a ra- tional component, with each component rarely defined in proportion and per- spective. Brand Keys does this with true insight and accuracy and quantifies this critical intelligence for actionable planning.” Kevin Kitagawa SVP Dentsu, Latin America “Predicting Market Success is a ‘must read’ for marketers who want their brands or their companies to survive—and thrive—in a cluttered and chaotic marketplace. Dr. Robert Passikoff, a pioneer in customer loyalty re- search, shows how to get beyond what consumers say to learn what is un- said—the true, unspoken feelings that shape how people view brands, categories, and companies and ultimately make buying decisions. The in- sights contained in this book will help you improve the power and effective- ness of your communications, re-energize your brand, and build and maintain a bulletproof corporate reputation.” George McGrath President, McGrath Matter Public Relations pass_a01ffirs.qxd 7/25/06 11:48 AM Page iii “Robert Passikoff is one of the most thoughtful and practical researchers on the planet. His insights into how public relations builds brand engagement go well beyond the typical rear-view mirror research common today. These methods are predictive. He can tell you what’s going to work before you spend the budget. If you want your brand to succeed, read this book.” Tom Nicholson VP Public Affairs, HSBC North America “Robert Passikoff not only successfully argues that twenty-first century con- sumers are much more savvy about their brand choices and identifies loyalty as the real battleground for brand marketers in the future, but provides the re- search weapons with which to arm yourself. For the first time, a truly predic- tive weapon with which to win the brand loyalty war. Read, learn, and be thankful!!” Kerry O’Connor Mirror Group Newspapers, U.K. “Loyalty is the single most important factor in determining the depth and longevity of any customer relationship. Loyalty is the key determinant of prof- itability—nothing else even comes close. Yet for something so important, sur- prisingly few do it well. We have little control over risk and no way to manage it, until we measure it—and measure it accurately. The techniques and ap- proaches in this book represent the leading edge of customer loyalty measure- ment—making this a must read.” Barry Sheehy Founder, CPC Econometrics “Success in this crowded and competitive consumer marketplace comes to those brands that understand what drives customer loyalty. These unspoken motivators are difficult to quantify which is why Brand Keys is so valuable. Passikoff ’s Brand Keys helped us develop metrics with which we can compare advertiser brand loyalty effectiveness across various cable networks. The results of this study proved the value of our networks in enhancing the brand image of our advertisers and resulted in new and increased share of business.” Charlene Weisler SVP Research, Rainbow Media “In a business landscape getting cluttered with watered-down product dif- ferentiation and commoditized brands, marketers are quickly realizing that fact-to-face events create a bond with customers that no media can break. pass_a01ffirs.qxd 7/25/06 11:48 AM Page iv Robert Passikoff and Brand Keys have pulled the curtain back and showed us the power of developing loyalty metrics that brand marketers can take to the bank.” Dan Hanover Editor & Publisher, Event Marketer Magazine “In this postinformation age world, it is tragic that so many companies rely on old, dated preinformation age sources of brand tracking data. It’s about time they learned about Robert Passikoff ’s Brand Keys approach to tracking con- sumer brand loyalty. Measuring brand loyalty, not just brand awareness and usage, is key for consumer product companies that want to get out ahead of the competition and take control of the future of their brands. Robert’s new book provides essential insights for companies to manage their brands better.” Pam Danziger President, Unity Marketing “Loyalty is not about being complacent with the past; it’s about being proac- tive and predictive about the future. This book shows the way forward.” Joseph Jaffe President & Founder, jaffe, L.L.C. “Internationally acclaimed, Dr. Robert Passikoff, pushes aside today’s sys- tematic malaise of data-heavy marketing methodologies to reveal a clear-cut path toward pinpoint accuracy in defining and building brand success. Pre- dicting Market Success, is no book on theory, but an insider’s look at the Brand Keys approach to measuring customer loyalty—very possibly the GPS of twenty-first century brand marketing navigation. Passikoff punches through the ponderous, carpet-bomb, marketing mantras that beleaguer corporate America today in one book with a shelf life that will most assuredly be meas- ured in decades.” Timothy R. Laurence CEO, Richards Laurence Communications Inc., Toronto, Canada pass_a01ffirs.qxd 7/25/06 11:48 AM Page v PrediPredictingcting MarketMarket SuccessSuccess New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand ROBERT PASSIKOFF, PHD John Wiley & Sons, Inc. pass_a01ffirs.qxd 7/25/06 11:48 AM Page vi Copyright © 2006 by Robert Passikoff. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.