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Robert Passikoff

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Dr. Robert K. Passikoff is the founder and president of Brand Keys, Inc. A sought-after consultant, speaker, and thought leader on engagement and loyalty, Dr. Passikoff has 35 years of experience in brand planning. He has pioneered work in the area of customer loyalty and consumer engagement, creating the Brand Keys Customer Loyalty Engagement Index SM, the Brandweek Loyalty Leaders List, the Sports Fan Loyalty Index®, and the Women’s Wear Daily Fashion Brand Engagement Index®.

His company has developed research and brand positioning programs for such diverse clients as ABC Television, Ann Taylor, Sears, Best Buy, KeySpan Energy, Citibank, Press-Enterprise, Samsung, Burger King, Cablevision, First USA, Toyota, American Express, AVIS, The NFL, L’Oreal, Apple, Shell Oil, Discover Financial, Neutrogena, OfficeMax, Points of Light Foundation, The New York Times, Eventive Marketing, Hakuhodo, Sunoco, The Body Shop, Kellogg’s, Wrigley, Wyeth Pharmaceuticals, XM Satellite Radio, and the Chrysler Corporation.

His first book – Predicting Market Success: new ways to measure customer loyalty and engage consumers with your brand – was published by John Wiley & Sons in September 2006, and provides marketers with a 21st century perspective on predictive metrics.

In 2000, Brand Keys introduced Brand-to-Media Engagement metrics. This 21st Century media-planning tool allows advertisers to select the best medium to place their advertising, before spending their money. It does so by measuring the extent to which a particular media option will either enhance or detract from an advertised brand’s image and awareness levels... before they run their advertising. The model is currently being adapted to provide brands with cross-media usage effects that correlate to positive, in-market consumer behavior. In 2007 the Advertising Research Foundation presented Dr. Passikoff with their Research Innovator award for this work.

In past lives Dr. Passikoff served as VP, Director of Research for Citibank, EVP, Director of Consumer Perspectives at William Esty; and SVP, Planning Director for Cato Johnson/Y&R where he created their worldwide “Action Marketing” paradigm. His academic credentials include a master's degree in communications psychology from Oxford University and a Ph.D. in psychology from New York University.

Robert’s impassioned, straight-shooting and profitability-correlated perspectives have found their way to virtually every major media outlet. In 2007 New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.” Robert is currently a contributing editor for Brandweek and Media Daily News, a columnist for Chief Marketer and is a guest commentator for CNN’s The Biz and MarketWatch. Currently he is a guest lecturer at Northwestern and Columbia Universities, and an adjunct associate professor at New York University.

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December 02, 2008   |  Last Updated       08:43 ET

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