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Brand Keys, Cult Collective Partner to Unlock the Secrets of Customer Loyalty
U.S.-based research consultancy Brand Keys joins Canadian marketing firm's growing Collective.
Posted Oct 27, 2014
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Brand Keys, a New York-based brand research consultancy specializing in predictive brand equity, consumer loyalty and engagement metrics, has partnered with Cult Collective. With the partnership, the two marketing services firms will amplify their abilities to deepen brand-to-consumer emotional engagement and customer loyalty by fusing Brand Keys' validated research-based methodology with Cult Collective's marketing implementation expertise.

Brand Keys publishes an annual Customer Loyalty Engagement Index (CLEI), a syndicated study examining consumers'relationships with more than 500 leading brands in 64 categories. Brand Keys has conducted work for such brands as Microsoft, P&G, Mazda, L'Oréal, the U.S, Army, Dunkin Donuts, ABC TV, Discover Card, Avis, ATT, Samsung McDonald's, Turner Broadcasting, Quick Chek, Absolut, and Delta Dental of Missouri.

"We've learned from decades of worldwide research that meaningful customer engagement has little to do with mass advertising," said Robert Passikoff, president of Brand Keys, in a statement. "Our behavioral loyalty and emotional engagement models provide a comprehensive understanding of how customers view product categories, compare competitive offerings, and eventually make purchase decisions. Our affiliation with Cult, now allows us to help business leaders understand how to effectively optimize their marketing and media spend and actually implement our ideas with go-to-market strategies and tactics."

This announcement marks another alliance for Cult Collective, which has, since the firm's inception in 2012, been steadily growing its network, which includes North Carolina-based social media management firm Expion, Toronto-based creative shop Clean Sheet, and New York-based Fidelum Partners.

"We've always had case studies and industry experience to validate our belief that there are very specific things brands should be doing to create a cult following," said Chris Kneeland, CEO of Cult Collective, in a statement. "But I'm excited about our Brand Keys partnership because now we have the bullet-proof, statistically sound research to add science to our art and make our clients' brand engagement strategies much more predictive, potent, and powerful."


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