Brand Keys

Brand Keys is a brand research consultancy specializing in predictive consumer behavioral brand equity, loyalty, and engagement metrics. Founded in 1984, Brand Keys is headquartered in New York, NY and has offices in Dublin, Dubai, London, Madrid, Sydney, and Tokyo.

Leadership
Robert K. Passikoff, P.h.D., Founder and President of Brand Keys. Amy Shea, EVP and Global Director of Brand Development. Leigh Benatar, EVP in Brand Loyalty & Consumer Insights.

About
The consumer listening system developed by Brand Keys shows where brand equity lies. The approach identifies what motivates, maintains, reinforces, and drives consideration, engagement, purchase behavior, and consumer loyalty.

Method
The methodology uncovers and quantifies motivations behind the consumer decision making process. It is is a combination of indirect psychological inquiry based on Jungian psychology and higher-order quantitative statistical analysis.

Research conducted by The Advertising Research Foundation indicated that the methodological framework utilized by Brand Keys is the most successful at predicting sales and subsequent changes in real-world consumer behavior. The Advertising Research Foundation also independently validated these assessments via their "First Opinion" Review.

Measurement Output
The output informs how emotional factors and rational attributes, consumer benefits, and values come together to form the components of behavioral decision drivers.

Media Measurement
Brand-To-Media Engagement Assessments (B2ME) measure the impact that any media, marketing, or communication initiative will have on brand engagement. The B2ME is used by media planners to enhance the effectiveness of traditional media planning via media selection optimization, strategic communications and ad testing, and touch point optimization. It is also used to measure the level of engagement delivered by any promotion, sponsorship, or partnership. These assessments provide marketing accountability through pre-spend testing.

Digital Platform GPS℠
The Digital GPS℠ shows what digital platforms will deliver the highest levels of consumer engagement. It indicates where Brands can to efficiently allocate budgets and how to attain the highest levels of attention, consideration, brand engagement, and loyalty. These results in consumer-centric guidelines for the development of comprehensive and integrated brand/digital strategies.

Speaking Engagements
2012

ESOMAR 3D Digital Dimensions: November 4-6, Atlanta, GA

The Motivation Show: Oct. 24, Chicago, IL

Design and Emotion, London 2012: Sept. 11-14, London, UK

ARF AM 7.0: June 11-12, New York, NY

4A’s - Digital Platform Consumer Engagement: March 26 -28, Los Angeles, CA

OMMA Global – Digital Platform GPS: March 19-20, San Francisco, CA

Loyalty 360 Expo: Mar. 18, Orlando, FL

2011

NCDM 2011 Return-on-Engagement: Dec. 14, Las Vegas, NV

Webinar: What’s so Funny?: Oct. 11, online

The Motivation Show: Oct. 4, Chicago, IL

AMA Research & Strategy Summit: Sept. 11-14, Orlando, FL

Retail Customer Experience Summit: Retail ROI: Aug. 9, Minneapolis, MN

MediaPost Digital Out of Home Forum: April 14, New York, NY

PMA: How Promotions can Take a Seat at the Strategy Table: April 14, online

ARF Annual Convention: Re:Think 2011: Mar. 21, New York, NY

Loyalty 360 Expo: Mar. 20, Orlando, FL

ARF Webinar: Let Us Tell You A Story : Feb. 16, online

2010

WRCA Talking to Insiders: Nov. 10, New York, NY

Total Marketing 2010 Brand Summit: Nov. 1, Dubai, UAE

Brand Finance Forum 2010: Oct. 25, Pall Mall, London Motivation Show: Sept. 29, Chicago, IL

Retail Customer Experience Executive Summit: Aug. 3, Chicago, IL

ARF Audience Measurement 5.0: June 22, New York, NY

MRA Annual Conference: June 10, Boston, MA

Loyalty 360 Expo: June 7, Orlando, FL

ARF Webcast – Multi-Dimensional Engagement: May 12, New York

IQPC Customer Loyalty Summit: April 26-28, Sao Paulo, Brazil

Brand Finance Global Banking 500: Feb. 9, London, UK

2009

OVAB Digital Media Summit: Oct. 28, New York, NY

The Motivation Show: Sept. 29, Chicago, IL

The ARF Audience Measurement 4.0: June 23-24, New York, NY

The Loyalty, Incentive & Reward Expo 2009: May 31-June 2, Hollywood, FL

NYIRR 2009 Show: May 12-13, New York, NY

CSR Performance Summit: May 11-13, New York, NY

ARF Annual Convention: Re:Think 2009: March 30-April 1, New York, NY

PMA 2009 Annual Integrated Marketing Conference: March 11, Chicago, IL

ESOMAR: “Retail & Shopper, The Voice of the Shopper:” March 4, London

The Fragrance Foundation: Marketing in a Downturn: Feb. 17, New York, NY

WARC: Measuring Advertising Performance: Feb. 4-5, London

2008

Empirical Generalizations in Advertising, Wharton School: Dec. 5, Philadelphia, PA

Future Trends Conference: Nov. 17, Miami Beach, FL

International Special Event Seminar: Oct. 6, NYC

Global Strategic Management Institute CSR Performance Conference: Oct. 2, San Diego, CA

The Motivation Show: Sept. 25, Chicago, IL

Digital Leadership eXchange: Sept. 8, Deer Valley, UT