Brand differentiation

Robert Passikoff

This article reports on an annual survey (telephone and face-to-face) of 26,000 U.S. consumers about categories and brands they use.

Brand differentiation

Robert Passikoff

You know the part of the movie Perfect Storm where the scientists are drinking coffee in the lab and suddenly a machine that never beeps starts to beep, because somewhere the floor of the ocean has cracked open? According to the results of the 2008 Customer Loyalty Engagement Index®, from Brand Keys, Inc. (www.brandkeys.com), the New York-based brand and customer loyalty and engagement consultancy that conducts the survey, marketers had better start listening for that beep!

The perfect marketing storm of 2008 will be remembered as the convergence of three realities that...

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