• Like

The New Brand Relationship by Robert Passikoff of Brand Keys - Presented at the Insight Innovation eXchange North America 2013

  • 246 views
Uploaded on

Forget about awareness, interruption, or time-spent. Forget about tonality or entertainment. Forget about click-through rates, sponsorships, promotions, or ubiquitous distribution. The new brand …

Forget about awareness, interruption, or time-spent. Forget about tonality or entertainment. Forget about click-through rates, sponsorships, promotions, or ubiquitous distribution. The new brand relationship is nearly 100% emotionally-based. And without real emotional engagement metrics that correlate with consumer behavior and profits, if you rely on anything else you have a target painted on your back.

More in: Business , Travel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
246
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
12
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Insight Innovation ExchangeJune 18, 2013The New Brand Relationship
  • 2. 2
  • 3. 1,847 Products and ServicesNorth America & Western Europe© 2013 Brand Keys, Inc. 3In 2000…
  • 4. Only 21% had any meaningful differentiation© 2013 Brand Keys, Inc. 4
  • 5. 10%2003 Benchmark© 2013 Brand Keys, Inc. 5
  • 6. Forget creeping commoditization.This is galloping commoditization!© 2013 Brand Keys, Inc. 6
  • 7. © 2013 Brand Keys, Inc. 7
  • 8. © 2013 Brand Keys, Inc. 8
  • 9. Today…consumers are more “marketer” than “target”© 2013 Brand Keys, Inc. 9P.S. They have been for nearly TWO decades
  • 10. © 2013 Brand Keys, Inc. 10
  • 11. EMOTIONAL ENGAGEMENT© 2013 Brand Keys, Inc. 11
  • 12. 2007 Consumer Decision Process© 2013 Brand Keys, Inc. 12
  • 13. 2013© 2013 Brand Keys, Inc. 13
  • 14. © 2013 Brand Keys, Inc. 14Global consulting firm that specializes in predictive brand engagementand loyalty metrics
  • 15. Category Ideal4 DriversDrivers composed of category/customer ABVsLocation of ABVs 100% consumer-drivenCategory Ideal = View/Compare/Buy© 2013 Brand Keys, Inc. 15Brand Keys Model
  • 16. Independent Validation: Brand Keys MetricsCorrelate with Sales/Profitability24/7 Wall St., a global equity analysis firm, ran a financial equity analysis against the 598 brandsincluded in the Brand Keys Customer Loyalty Engagement Index (CLEI). They identified 11 brandsBrand Keys assessed as best meeting consumer expectations and found that 10 of those 11 brandswere the market leader in their category.Aquetong Capital Advisors, an independent equity valuation firm, examined the correlation betweenBrand Keys brand equity metrics and brand value. Aquetong selected 10 categories from the BrandKeys CLEI, and found correlations ranging from a low of .830 to a high of .901, confirming the abilityof Brand Keys assessments to predict impact on future purchase behavior, and work cross-category.The ARF “First Opinion Research Review” validation of the model and methodology can be found athttp://brandkeys.com/wp-content/uploads/2011/12/013007.ARFReview.BK_.pdf .© 2013 Brand Keys, Inc. 16
  • 17. © 2013 Brand Keys, Inc. 172013: 17th Annual Customer Loyalty Engagement IndexMass Merchandiser Cosmetics
  • 18. Reminder!Driver names are representative of the ABVs the consumers putthere via a 3-step higher-order statistical analysis.© 2013 Brand Keys, Inc. 18
  • 19. © 2013 Brand Keys, Inc. 19100120140160Makes me Look Better Confidence in Product Brand Value Ingredients1551401501352013ExpectationLevels
  • 20. © 2013 Brand Keys, Inc. 20100120140160Feel Good and LookGoodTrusted Brand ThatKnows MeInnovative &Nurturing Brand ForValueEffortlessTransformation1601461601422012ExpectationLevels
  • 21. 2013 2012© 2013 Brand Keys, Inc. 21100120140160Feel Good andLook GoodTrusted BrandThat Knows MeInnovative &NurturingBrand ForValueEffortlessTransformation160146160142100120140160Makes meLook BetterConfidencein ProductBrand Value Ingredients155140150135VS.
  • 22. 2013: Aspects related to brand and emotion disappeared© 2013 Brand Keys, Inc. 22
  • 23. But NOT in the Luxury Cosmetics Category© 2013 Brand Keys, Inc. 23
  • 24. © 2013 Brand Keys, Inc. 24“Anomaly” “Not Me” “Not my brand”
  • 25. This year we identified:11categories where aspects of emotional engagementdisappeared, and products - evaluated by their owncustomers - were statistically identical to each other© 2013 Brand Keys, Inc. 25
  • 26. Indistinguishable =Interchangeable =Commodity© 2013 Brand Keys, Inc. 26
  • 27. © 2013 Brand Keys, Inc. 27
  • 28. The Bottom LineThe new brand relationship is nearly 100% emotionally based.© 2013 Brand Keys, Inc. 28
  • 29. Emotional EngagementNOT Awareness,Interruption,Time-spent,Tonality,Attention,Entertainment,Click-through rates,Sponsorships,Promotions,Ubiquitous distribution© 2013 Brand Keys, Inc. 29
  • 30. Engagement Metrics:A predictive solution that is both innovative and comprehensive.Anticipate the needs, wants, and expectations of audience segments.Identify true emotional value propositions that will drive behavior.How well your brand is meeting/exceeding expectations.A truly consumer-centric emotional benchmark for the evaluation of the strategicsuccess of a brand’s communications and marketing efforts.Because…© 2013 Brand Keys, Inc. 30
  • 31. If you can’t emotionally engage customers, you’llhave a target on your back and the competitionwon’t hesitate to take shots!© 2013 Brand Keys, Inc. 31
  • 32. Thank you.Robert PassikoffPresident, Brand Keys, Inc.212-532-6028 x12robertp@brandkeys.combrandkeys.com