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The Certainty Principle: How to Guarantee Brand Profits in the Consumer Engagement Marketplace Paperback – December 5, 2008


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Product Details

  • Paperback: 216 pages
  • Publisher: AuthorHouse (December 5, 2008)
  • Language: English
  • ISBN-10: 1438935420
  • ISBN-13: 978-1438935423
  • Product Dimensions: 6 x 0.5 x 9 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #2,729,755 in Books (See Top 100 in Books)

Editorial Reviews

From the Publisher

Robert Passikoff is my fellow warrior in the fight against creeping commoditization in Brandworld. Anything he writes is worth reading. Jack Trout, Brand Guru and author of In Search of the Obvious

Passikoff's and Shea's new book is crucial for any marketer focused on ROI.. The centerpiece of this much-needed book is that brand loyalty is an interactive play, not a spectator sport. Joe Plummer, Ph.D., Professor of Marketing, Columbia University School of Business

Brand Keys' analytics provides strategic planning tools helping to forge a brand's strategic path and it's ensuing marketing efforts. Brand Keys provides the most actionable metrics I've ever worked with. Catherine Gordon, SVP, Marketing, Wall Street Journal Office Network

Brand Keys is what all customer research should be: simple, intuitive, elegant, and above all predictive of success. Mark Loughney, Vice President, Sales & Strategy Research, ABC TV Network

Amy Shea is a brilliant researcher and a real thought leader in the science of brands. This is a game-changing perspective on brands that can help you to craft a new, more effective template for improving brand equity. Craig S. Boaz, Market Research Manager, Bob Evans Farms

More confirmation that Robert Passikoff is right! Don E. Schultz, Ph.D., Professor Emeritus-in-Service, Northwestern University

Much has been written about engagement in communications but unfortunately the majority of this literature is either too vague or lacks application. The Certainty Principle stands apart providing a unique, well thought-out, and insightful perspective on how to embrace engagement - in all its flavors. For those who are involved in developing and evaluating communications this is a must read. Simon Hough, Senior Campaign Insights Manager, Microsoft Corporation

Passikoff and Shea have written a really practical guide to measuring brand performance, backed by years of valuable, trail-blazing research. Roderick White, Editor, Admap

Well-written and easy to read - a required reminder to the profession that effective advertising is not simply about entertainment - it has a job to do! Great lessons on how to achieve success in advertising and engagement with the brand in this complex media environment. Abby Mehta, Senior Director, Global Marketing Research, Monster Worldwide

The art of customer loyalty and brand differentiation is a learned skill. Only Robert Passikoff shows you how it's done in today's 24/7, multifaceted consumer world. With The Certainty Principle, your business will be unbeatable. Farnoosh Torabi, Senior Correspondent, TheStreet.com TV and author of You're So Money

If you've ever scratched your head wondering why some brands succeed and others fail, you need The Certainty Principle. Shea and Passikoff get to the heart of what drives consumers' loyalty to brands. Thoroughly engaging and at times humorous, their tales of how business leaders inadvertently overlook key drivers is akin to Jon Stewart's stories about the mishaps of government! Leslie Zane, President, The Center for Emotional Marketing

Smart, savvy, and honest. if I were President, I'd nominate Robert Passikoff for Commerce Secretary because it would be nice for someone in Washington to understand what consumers really want. Buy the book, save the nation - and your brand. Roxanne Roberts, Columnist, The Washington Post

Not every TV Rating is created equal. Take this book home and read it, so that next time your Media Director gives you the same old, well worn, media plan they have used for donkey's years, ask him which of those media channels will actually enhance brand engagement and loyalty by delivering increases in brand sales & revenue, rather than just measuring eyeballs and warm bodies for media impact allocations. Then next time, you may have a media plan that actually works. Noel Gladstone, Vice President, Research & Development, MTV Networks, USA

Abundantly insightful and strategically sound, Shea demystifies what effective advertising is, and what drives it. If you are in the business of marketing or researching, your brands will benefit from The Certainty Principle's expertise and guidance. You must read this! Amy Gantert, Consumer Research & Insights, US Smokeless Tobacco Brands

Robert Passikoff is a geneticist of sorts. He profoundly understands brand DNA: what makes a brand great, and what happens when just one gene mutates, for better or worse. To understand your brand - and the basic underpinnings of all successful brands - consider The Certainty Principle your textbook. Lenore Skenazy, Syndicated Columnist

Robert Passikoff is every marketers' 'go-to' guy for loyalty marketing. Nobody else has as firm a grip on the factors that cause consumers to feel a connection with brands - a responsibility that goes deeper than simply building brand awareness, trial and use. Pamela N. Danziger, President, Unity Marketing and author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience

Certainty in predicting the outcome of major marketing investment is, seemingly, ever more elusive. Until, that is, the system outlined in The Certainty Principle, which helps brands actually predict profit delivery. For any CEO or Marketing Director operating in a brand-intensive marketplace not to consider this approach to marketing investment planning is just plain dumb, if not career compromising. Kerry O'Connor, Business Enterprise Director; MGN limited, London

Call it brand psychotherapy. Dr. Robert Passikoff has been asking thousands of consumers for decades to talk about their favorite brands. The Certainty Principle has culled together years of insights to help marketers understand what engages consumers and drives behavior. Considering people's tastes can change faster than a teen can triple tap a text message, such bits of wisdom might just help keep marketers from going insane.Kenneth Hein, News Editor, Brandweek

--This text refers to the Hardcover edition.

About the Author

ROBERT PASSIKOFF, Ph.D., Brand Key's founder/president, is a sought-after speaker and thought leader, and the most-quoted brand consultant in the US. He created the Customer Loyalty Engagement Index, Brandweek's Loyalty Leaders List, the Sports Fan Loyalty Index®, and the Women's Wear Daily Fashion Brand Index®. In 2007 the Advertising Research Foundation presented him their Research Innovator award for his work in engagement metrics.

AMY SHEA, Brand Key's EVP, Director of Brand Development has led copy editors, artists, and designers in aligning internal and external communications with a brand's identity. A deep background in research combines with her creative talents bringing a unique analysis of data within the context of brand-story structure. Her work has been recognized with a David Ogilvy Excellence Award and an ARF Great Minds Award for Innovation. --This text refers to the Hardcover edition.


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2 of 2 people found the following review helpful By Brand Manager on January 13, 2009
Format: Paperback
The Certainty Principle provides a brilliant insight into today's complex world of branding! Clearly written, and concise, this book allows for brand managers like myself, to gain a comprehensive picture of what it is that drives modern consumer engagement and brand loyalty. I would certainly recommend this book to any of my colleagues who are looking for a way to further their brand success by understanding how theory and data are not mutually exclusive but can, and must, be applied together. A definite must read for anyone in the advertising and marketing industry from creatives, to researchers to executives!
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2 of 2 people found the following review helpful By J. A. DeBlasio on January 26, 2009
Format: Paperback
Dr. Passikoff and Ms. Shea put forth an interesting approach to predicting the behavior of customers. You will learn the important difference between awareness, brand loyalty, position and where they lead. Also, the loyalty of customers can change depending on what they think is important vs. what the provider thinks is important. The chapter on Starbucks is worth the price of the book. Very eye-opening.
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1 of 1 people found the following review helpful By Monte on January 30, 2009
Format: Paperback
Here's why this book is important. So many branders start with their product, their logo, and their ego. What Dr. Passikoff and Ms. Shea demonstrate, most admirably, in this slim volume is that it's not about you. The consumer creates his/her Ideal for every product and service category. You need to understand that creation, and employ it to build your brand. An excellent and refreshing perspective on an old problem. I highly recommend the (Un)Certainty Principle.
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1 of 1 people found the following review helpful By K. K. on February 17, 2009
Format: Paperback
A well written book, with an excellent formula for measuring and predicting brand engagement (i.e., sales). If you are in the marketing field, interested in growing brands then it's your duty to read this book. If you are a media buyer/seller/evaluator, this is a book that will stimulate your thinking and approach to putting the best communication plan together. Read the book - it's entertaining and a good use of your time.
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Format: Paperback
If there very was a book for today's marketplace, this is is. Marketers have come to realize that awareness and satisfaction are just the price-of-entry and that without engagement brands are destined to turn into well-known commodities. The authors give an extraordinarily clear definition of what real engagement is and how it can be applied. Every chapter has a validity study attached that proves the efficacy of the approach (although many of them deal with media issues and not just branding and brand strategy needs, but you can't expect one book to be all things to all marketers!). Any marketer who needs to identify what elements in their category and what values in their brand will truly and efficiently work to connect the brand and the consumer in a meaningful way should definitely read this book.
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