Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand

By Robert Passikoff

Praise for Predicting Market Success

"Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time."
--Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation

"In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions."
--Seth M. Siegel, Cochairman, The Beanstalk Group

"Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick."
--Lenore Skenazy, syndicated columnist

"Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability."
--Erich Joachimsthaler, Chairman, Vivaldi Partners

"If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to."
--John Gaffney, Executive Editor, Peppers & Rogers Group

• Format: Hardcover
• Language: English
• ISBN: 047004022X
• ISBN13: 9780470040225
• Release Date: September 2006
• Publisher: Wiley
• Length: 256 Pages
• Weight: 0.96 lbs.
• Dimensions: 0.9" x 6.3" x 9.0"

Customer Reviews

Marketing for the new century

Measuring consumer interaction with brand used to be relatively simple -- and enforcing it through a finite universe of media choices was also much less complex. Robert Passikoff's "Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand" offers a roadmap to 21st Century marketing, characterized as it is by shifting consumer demographics, infinitely fragmented and specialized media choices, and the impact of the cross-cultural globalization of product marketing. I recommend this book to every marketer who is determined to master this new environment.

Prepare to be Stretched

Prepare to be stretched! Dr. Passikoff uses the techniques of cognitive psychology to develop a virtual "crystal ball" for marketing executives. I had a chance to read the galley and became hooked on his methodology: using brand loyalty drivers to show what people think--not what they say they think. This connects consumers to brands, brands to markets and markets to business success. All this is conveyed both logically and with dry wit. Todd Parsons, Stuyvesant Falls, NY

How to measure, understand, and predict customer loyalty

In essence, marketing creates or increases demand for whatever is offered. For decades, those primarily responsible for marketing focused on "The Four Ps": product, price, place, and promotion. According to Robert Passikoff, three Cs -- customer engagement, customer expectations, and customer loyalty -- have "taken the place" of the four Ps. My own opinion is, that effective marketing must take all of them into full account. But in what order? Passikoff asserts - and I do agree with him - that knowing how to measure, understand, and predict the three Cs must come first. Without that knowledge, it really makes no difference what the given product is, how much it costs, where and how it can be obtained, how it is promoted, etc. Companies such as Google, Toyota, Starbucks, and Apple recognized long ago how important it is to measure, understand, and (most important of all) predict customer preferences, especially given the fact that these preferences inevitably change. How to do that? First, determine what you need to know. Passikoff suggests answering these five basic questions: 1. What are the four primary drivers for my category? 2. Which specific key attributes, benefits, and values form the components of each driver? 3. What's the order of importance of the drivers? 4. What expectations do consumers hold for each driver? 5. How does my brand stack up to a category Ideal? Next, use market research (guided and informed by Passikoff's advice) to obtain the answers. Of special interest to me is what he has to say about the Brand Keys approach to measuring brand equity-based loyalty and the importance of Carl Jung's theory of interpersonal attachments to that approach: "The strongest relationships would be developed when powerful `locks' were established between individuals on both emotional and objective bases. The locks needed to be opened by the specific characteristics or traits of each person in the relationship - keys. These traits (keys) must mutually complement the other individual's needs." Passikoff and his Brand Keys associates saw the relevance of Jung's theory to the attachments which exist between consumers and brands whenever there is a high degree of brand loyalty. When I came upon this passage in the book, I immediately thought of my own attachments which include certain products, of course, but also a dry cleaner and a car wash, each of which I patronize exclusively. Some of the most interesting and valuable material in the book is provided in Chapter 6, "The Four Proven Drivers of Customer Loyalty: A Category-by-Category Expose'." One of Passikoff's objectives in this chapter is to examine the growing gap between expectations and delivery, a gap which he views as the very definition of consumer disengagement and customer disloyalty. That is just one source of turmoil for marketers. "Further complicating the issue is that in many categories, the order of importance of the brand-loyalty drivers is changing over time. And in

Predicting Market Success - a roadmap to the consumer's heart

Marketing research - entertaining, insightful, a delightful read. Is it possible? - YES! In "Predicting Market Success, New Ways to Measure Customer Loyalty," Dr. Passikoff kicks traditional marketing techniques in the teeth as he pries open the black box of market research to release hope, clarity, and a good dollop of wit, as he details his Brand Keys' process of mapping the horizon of the drivers of consumer loyalty. Better yet, he presents a detailed road map for businesses big or small that wish to align themselves with consumer desires. And it is desire that reigns, for in this age of parity products the expectations of the empowered consumer dictate exactly how marketers must design their products and services if they hope to create an emotional bond and distill that magic elixir called brand loyalty. If anyone holds the marketer's treasure map, it is Dr. Passikoff and, amazingly, he offers it at a bargain price of admission. Don't be left at the gate! The consumer is the boss. Len Stein

VERY ENGAGING

BRINGS AN UNDERSTANDING OF PRODUCT KNOWLEDGE, DEVELOPMENT AND PLACEMENT TO THE NEXT THOUGHT LEVEL. INSIGHTFUL AND PLEASANT READING WITH A "HEAR THE AUTHOR SPEAK" FORMAT. RECOMMENDED READING FROM THE MANUFATURING POINT THROUGH THE RETAILER/SERVICE BUSINESS