U.S.-based research consultancy joins Canadian marketing firm’s growing Collective.
Calgary, AB – Cult Collective Ltd. announced its partnership with Brand Keys, Inc., a brand research consultancy specializing in predictive brand equity using proprietary research to gauge customer engagement, with offices in eight major markets around the world. Brand Keys has gained notoriety through its Customer Loyalty Engagement Index (CLEI), an annually-syndicated study that examines the strength of consumer affinity for over 500 different brands in 64 categories, and counts leading brands such as Microsoft, P&G, Mazda, Intel, L’Oreal and Samsung among its clients.
With the partnership, the two marketing firms hope to amplify their abilities to help clients deepen brand-consumer engagement by fusing Brand Keys’ proven research-based methodology with Cult Collective’s marketing expertise. Ideologically, the two firms are aligned in their belief that, while entertaining advertising may win awards or gain social media exposure, it isn’t the same as customer engagement, which is what truly drives sales and long-term, sustainable growth.
“We’ve learned from decades of research that real customer engagement has very little to do with mass advertising,” remarked Robert Passikoff, President of Brand Keys, Inc., and author of The Certainty Principle. “Our behavioural loyalty and engagement models provide a comprehensive understanding of how customers view product categories, compare competitive offerings, and eventually make the purchase decisions. By aligning with Cult, we can now not only help business leaders understand how to spend their money, but can actually implement our ideas with go-to-market strategies and tactics.”
This announcement marks yet another alliance for Cult Collective, who have, since the firm’s inception in 2012, been steadily growing their network of partners, which includes Toronto-based creative shop Clean Sheet and New York City-based Fidelum Partners.
“We’ve been very bullish through our case studies and decades of experience that there are six very specific things brands should be doing to create a cult following,” said Chris Kneeland, CEO of Cult Collective. “I’m excited about our Brand Keys partnership because now we have bullet-proof, statistically sound research to add even more math and science to craft, and make our brand engagement strategies much more potent.”
The partnership comes on the heels of several studies that reveal a growing need for brands to focus on engagement over advertising. Earlier this year, Gallup reported that, despite growing consumer confidence, consumers are more inclined than ever to buy only from businesses they feel good about. Gallup’s analysis found that engaged customers are more loyal and profitable than average customers in good economic times and in bad, and represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer.
About Cult Collective Ltd.
Based in Calgary, Canada, Cult is a leading marketing consultancy helping global brands engage consumers in ways that lead to higher customer loyalty and profitability. Cult works with consumer facing brands in high affinity categories such as retail, tourism, packaged goods, post-secondary and financial services, and has offices in Vancouver, Calgary, Kingston and San Francisco. In 2014, Cult also conceived The Gathering, an annual event that brings the world’s most successful brands together for an intimate conference in Banff, Alberta.
About Brand Keys, Inc.
Brand Keys specializes in providing brand-equity measures that accurately predict future consumer behaviour. These measures enable companies to anticipate every shift in a rapidly changing marketplace and to better engage customers. Robert Passikoff, Ph.D. is founder and president of Brand Keys, Inc.. He is the author of Predicting Market Success and The Certainty Principle. His new book, Branding in the Digital Age, will be published in 2014. Brand Keys has offices in New York, Dublin, Dubai, London, Madrid, Sydney and Tokyo.