By Robert Passikoff
Compliment for Predicting industry Success"Predicting marketplace luck has come on the correct time for significant businesses. the worth of knowing the scale of your brand's certain attraction and energy of choice is necessary for model approach this present day. This publication is easily worthy your time."—Joseph T. Plummer, leader learn OfficerThe ads study Foundation"In the aggressive global of branding, figuring out what drives client loyalty is the cornerstone of a brand's persevered good fortune. Passikoff's market-driven insights on the best way to receive, learn, and make the most of loyalty metrics may help you're making strategic, brand-enhancing decisions."—Seth M. Siegel, Cochairman, The Beanstalk Group"Passikoff is the man who can clarify to me why humans purchase convinced issues from definite businesses, even if different issues via different businesses look simply nearly as good. along with his nice think for popular culture and nearly philosophical outlook, he is aware what makes shoppers tick-and stick."—Lenore Skenazy, syndicated columnist"Loyalty is a key part of the energy of a model and model fairness, and Passikoff is aware loyalty like few others. during this ebook, he captures the essence of loyalty and branding in a pragmatic way-showing how loyalty drives profitability."—Erich Joachimsthaler, Chairman, Vivaldi Partners"If you will want a company publication that would make you're feeling justified, complimented, and cozy, do not learn this. if you'd like a ebook to problem your ideals approximately model advertising and marketing down to the middle, you cannot come up with the money for now not to."—John Gaffney, govt Editor, Peppers & Rogers workforce
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Additional resources for Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand
Sample text
But they did not correctly measure and utilize their brands’ equities to determine the actual likelihood of success in these ventures. A correctly defined, brand equity-based assessment system would have tipped them off that most adults were not willing to believe that McDonald’s is qualified ( by product formulation or venue) to make an adult hamburger. Customers were not likely to accept an AT&T logo on a computer. Knowing that ahead of time might have convinced both companies that no amount of image advertising, graphic design, or promotions was going to change their customers’ minds.
In some categories, a 30-day lead will make or break you. Growing Loyalty through Closing the Expectation Gap Can you remember the first time you were on a business trip and you returned to your hotel to find a small, wrapped chocolate on your pillow? Can you remember thinking, “What a nice thing to do”? Or when you checked into a hotel and, as the desk clerk gave you your room key, he said, “There’s complimentary coffee and juice in the lobby each morning”? Think back to the very first time you saw someone use a wireless lock opener on his car.
What about the capability to predict whether your customer will remain loyal or be peeled off by the competition? Don’t ask. What’s the solution? You can start by calling your research people or research suppliers and grilling them about how well their current customer and brand loyalty numbers match up with bottom-line profits and stock prices. They’ll protest. They’ll howl. But, ultimately, they’ll roll over and admit that they don’t have the goods. You’ll also want to be very, very careful when researchers and marketers use the phrase ethnographic research as a surrogate for the research you really need to do to produce real loyalty metrics.