Published White Papers (click title to viw documents)
ARF First Opinion Research Review
In 2006, the Advertising Research Foundation conducted a comprehensive Research Review on the Brand Keys Loyalty/ Engagement Measurement Methodology.
Click here to read the full ARF Research Review of the Brand Keys Brand Loyalty/ Engagement Measurement Methodology. (1/30/07)
How to avoid the most
interesting trends of 2010
Robert Passikoff says following the latest fashions isn't enough to boost your brand, you need to understand what the consumer really wants. (Market Leader Q2, 2010)
Assessing the Sweet Smell of Celebrity (HPC Today)
For fragrance marketers, celebrity branding has become the positioning fall-back of first resort. In most cases this is not a labour of love on the part of the celebrity, but merely a new income stream. In light of the fact that only a handful of newly introduced fragrances rise to the surface to become classic, sustainable brands, New York-based Brand Keys, Inc developed an emotionally-based engagement assessment that allows fragrance marketers to predicatively link celebrities with sustainable brand values. (March 2010)
Sense & Scent: Building Emotional Bonds Through Engagments Measurement
The Fragrance Industry has recently acknowledged the need to learn to better measure the emotions, insights and expectations of todays "bionic" consumers. Today, these industry targets are more visually and brand literate than ever before. Making it harder to continue with "Business-as-Usual." Click here to read more on the new generation of fragrance consumers. By Robert Passikoff, PhD and Kerry O'Connor. (11/16/07)
Engagement of the Future: Brand Bonding as Predictor of Future Purchases
This paper describes an innovative approach to brand and media planning that permits marketers to side step their reliance upon traditional GRP (Gross Rating Points)/demographic media planning and to leverage real profitability from consumer engagement, attained via media selection and program mix. By selecting media options and programs for brands on the basis of the media's abilities to better "engage" the consumers, marketers can better connect - and more effectively communicate - with consumers. It can be applied in any region of the world. Presented by Pam Batalis at ESOMAR Latin America 2006 Conference in Rio. (10/26/06)
Should You Take Me Out To The Ballgame?
By Robert Passikoff and Allen Gerber. This paper describes an innovative approach demonstrating the effectiveness and utility of an internationally validated tool that allows marketers to pre-qualify sponsorships - before they make their spending decisions. Presented at the ESOMAR/ARF WAM conference in Montreal, June 2005. (6/21/05)
Developing Winning Strategies for Consumers of All Ages
This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed age-based category expectations. Presented by Robert Passikoff and Kerry O’Connor at the ESOMAR Age Matters Conference in London. (2/2/05)
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Robert Passikoff is my fellow warrior in the fight against creeping commoditization in Brandworld. Anything he writes is worth reading.– Jack Trout, Brand Guru
Passikoff's and Shea's new book is crucial for any marketer focused on ROI.– Joe Plummer, Ph.D., Professor of Marketing, Columbia University School of Business
More confirmation that Robert Passikoff is right! – Don E. Schultz, Ph.D., Professor Emeritus-in-Service, Northwestern University
Bob Passikoff and Amy Shea are passionate believers about helping brands, and this book with its bold and honest assessment of the current brand, advertising and media landscape is proof. Brand Keys' clients literally bank on this validated methodology as a tool that inspires strategy; its uniqueness in a maelstrom of ‘useless’ research product alternatives.....none of which can hold a candle to it; and its infallibility as a predictor of marketplace success. - Robert L Barocci, President & CEO, The Advertising Research Foundation
"Call it brand psychotherapy. Dr. Robert Passikoff has been asking thousands of consumers for decades to talk about their favorite brands. The Certainty Principle has pulled together years of insights to help marketers understand what engages consumers and drives behavior. Considering people's tastes can change faster than a teen can triple tap a text message, such bits of wisdom might just help keep marketers from going insane." — Kenneth Hein, News Editor, Brandweek
