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Robert Passikoff

Member since September 2006Contact Robert

Robert Passikoff, Brand Key’s founder/president, is a thought leader who has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement Index, the Loyalty Leaders List, the Sports Fan and Women’s Wear Daily Fashion Brand Indices. His first book, Predicting Market Success, provided a 21st century paradigm for loyalty. His second book, The Certainty Principle, dealt with engagement in a more complex and digital marketplace. New York University’s communication school has declared Dr. Passikoff “the most-quoted brand consultant in the United States.” He is currently writing another book, “Loyalty Ain’t What It Used To Be: Dispatches From Marketing’s Front Line,” is due for publication Spring 2021.Robert can be reached at:

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  • Brand Loyalty Here To Stay -- But Now It's 'Emotional Engagement' by Robert Passikoff (Marketing Insider on 03/22/2021)

    Ronald, with due respect and your skepticism notywithstanding, may I suggest you give our site,, a read and see how we use psychological metrics to obviate the problem of "enticing" answers. Also, and agian, the actual correlations based on independent validations of 0.80+ with our metrics makes them some of the most accurate in the world. 

  • Brand Loyalty Here To Stay -- But Now It's 'Emotional Engagement' by Robert Passikoff (Marketing Insider on 03/22/2021)

    Sorry, Ronald. It may be hard to imagine for you, but this is an independently-validated assessments. We're only granted 500 words, but I'd respectfully suggest you check out our website and see how we se correlations of consumer behavior with emotional engagement metrics in the 0.80+ range. BTW, yes, availability matters, but given the option between one product and one which engenders higher levels of emotional engagement, the latter will always be chosen.

  • 'Fake News' President's 'Trust' Falls To Lowest Level Yet, Lags Biden 4-to-1 by Joe Mandese (Marketing Politics Weekly on 05/05/2020)

    The base for the media brands are only people who watch a particular brand 3+ times a week. So you're right, those who are familiar with the brand. That's how we screen. The "trust" element is an extract from our psychological questionnaire we use. Far more telling and accurate, we find.As to the Trump Biden measures, it's a sample balanced for political affiliation drawn from the 9 media platforms we measure. I'll take a look at findings next wave the way you suggest and see if there are any differences, although I expect not becasue of the psychological nature of  our approach we generally get a measure of what people think – as opposed to what they say they think!

  • 'Fake News' President's 'Trust' Falls To Lowest Level Yet, Lags Biden 4-to-1 by Joe Mandese (Marketing Politics Weekly on 05/05/2020)

    David, Thaks for your comment. Just to be clear, this survey and analysis only looks at one values-aspect; trust. We actually have a Presidential Paradigm and wer, in fact, one of the few research consultancies that predicted Trump would win. But that's a different measure.

  • President's Reelection Campaign Acquires Exclusive YouTube Takeover by Joe Mandese (Marketing Politics Weekly on 02/21/2020)

    Ed we looked to provide a balanced sample in re which show respondents watched 3+ times a week via self-selection. Certainly, given the "political" ranges, very few woud have qualified for all (or even most) of them. We are able to measure any variable (brand, product, person, etc.) in the same way we measure the news brands, so we’ve been measuring “President Trump” each wave, but in this case we balance not for viewership but voter registration. Ultimately, in the instances of these surveys, we are “extracting” one value – trust – and calculating it’s percent-contribution to overall engagement. In the case of news engagement it is viewership. In the case of Trump, we presume it’s his performance as President, as that’s the context in which it’s presented for evaluation. Botto line, not sure. We'd have to adjust the screening and re-think how to present the test variable.

  • The Rising Importance Of Brand Values by Robert Passikoff (Marketing Insider on 07/12/2018)

    Marketers will need to be able to accurately identify what values are most important to their consumers and determine how those values will be best expressed within the context of their particular category. These will have to come from the consumers’ own points-of-view, and not from marketer preconceptions or assumed definitions. As those consumer views have become more emotionally-driven over the past decade, the addition of tribal political and activist values have transformed the brand space into something marketers haven’t faced before. If marketers think they knew what values were important to consumers before, they are going to need to take a very hard look, very quickly at themselves and their brand, because as of now, it’s extraordinarily likely that consumers have an entirely new-view of what’s ideal for them.The new, value-based bottom line: Consumers are only going to buy from brands that can deliver the values they truly expect. A brand that fails to do that will find themselves facing a consumer backlash.

  • Super Bowl Advertising: ROI Friend Or Foe? by Ashley Deibert (Marketing: Sports on 02/01/2017)

    Consumers need to be emotionally engaged with the ads so they come away feeling the brand better meets the expectations they hold for the category Ideal. Puppies are cute and all, but the ultimate question is what did it do for the Budweiser brand? Beyond collecting all those shares, likes, and tweets. Which do correlate with “entertainment” but not so much with sales. Last year only13 of the 33 brands (or thirty-nine percent, down ten percent from the 13-year historical average of forty-nine percent) were assessed as both engaging and entertaining. Of those 13, only 6 were determined to be both highly engaging and highly entertaining. Look, we understand that agencies and marketers hope their ads will entertain. That’s a dimension that’s easy to measure. And unquestionably advertising entertainment and social networking reviews generate lots of chatter. So there you are. You managed to entertain 115 million viewers. But these days that’s not enough. Or shouldn’t be. With 30-second spots selling for $5 million plus, marketers need a new game plan when it comes to assessing advertising ROI. A laugh, a sigh, or a tweet alone isn’t really an acceptable return on budgets this big. Advertising should be judged not by entertainment ratings or social networking trend metrics, but how it ultimately helps the brand perform in the marketplace. Does the ad engage and build the brand’s equity? Does it drive brand share, consumer behavior, and sales? If so, you’ll score positive bottom line impact, even if the advertising wasn’t as entertaining as envisioned. But on this particular Sunday, when a brand gets into people’s living rooms or on their computers or mobile screens, it doesn’t

  • The Black Knight, The Black Swan & Trump Soul by (Mad Blog on 05/05/2016)

    nobody should have been have been surprised at the outcome! Why do we say that? Well, we told you. Last year in fact. Shortly after he announced his candidacy. We told you that he was a more-than-viable Republican candidate for president and a serious contender.  How did we know?  We conducted an emotional engagement survey among likely Republican voters.Check out our most recent Linked In post to see what we said nearly a year ago!

  • Most Brands Aren't Getting What They Are Paying For In Super Bowl by Karl Greenberg (Marketing Daily on 01/23/2015)

    The only one of the 5 that's been validated to correlate with positive behavior in the marketplace and – axiomatically, sales and profits – has been emotional engagement, which is defined as moving the brand closer to the consumers' Ideal in the category where the brand competes. "Emotional" does not = "tearing up," which is actually imagery. But as the industry uses it without looking for any link to ROI. Engagement with the platform (CBS) or the program (Super Bowl) is fine. But it's not engagement with the brand.

  • A CPG Planner's Wish For 2015 by Paolo Pazzia (Marketing: CPG on 01/05/2015)

    Boy, do we agree with that. That said, I invite you to listen to this: If we can be of some help, let us know. Best of luck for the New Year, Robert Passikoff, Brand Keys, Inc.

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