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b"As President of Brand Keys, Robert Passikoff has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement Index, the Loyalty Leaders List, and the Sports Fan and Fashion Brand Indices. He\\u2019s also the author of Predicting Market Success, The Certainty Principle, and the upcoming Loyalty Ain\\u2019t What It Used to Be. We discussed all of this and more this week on the On Brand podcast.\\nRobert Passikoff\\nRobert Passikoff, Brand Key\\u2019s founder/president, is a thought leader who has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement Index, the Loyalty Leaders List, and the Sports Fan and Fashion Brand Indices.\\nHis first book, Predicting Market Success, provided a 21st-century paradigm for loyalty. His second book, The Certainty Principle, dealt with engagement in a more complex and digital marketplace. His next book, Loyalty Ain\\u2019t What It Used To Be will be released in Spring 2022.\\nRobert\\u2019s impassioned, straight-shooting, and profitability-correlated perspectives are reflected by the fact that New York University\\u2019s communication school declared Dr. Passikoff \\u201cthe most-quoted brand consultant in the United States.\\u201d He is the recipient of an Ogilvy Gold, an ANA Beacon Award, and has been honored twice by The Advertising Research Foundation with their Research Innovator award.\\nEpisode Highlights\\nCelebrating the 25th anniversary of the Customer Loyalty Engagement Index with a loyalty hall of fame. \\u201cThe 25th anniversary of the CLEI seemed an appropriate time to recognize brands consumers have consecutively rated #1 for loyalty,\\u201d Robert shared, \\u201cA testament to these brands\\u2019 abilities to meet customers\\u2019 expectations and generate emotional engagement over sustained periods of time.\\u201d Brands rated #1 for a decade or more:\\n\\nDiscover (credit cards) \\u2013 25 years\\n\\nAvis (car rental) \\u2013 23 years\\n\\nGoogle (search engine) \\u2013 22 years\\n\\nNetflix (streaming) \\u2013 20 years\\n\\nDomino's (Pizza) \\u2013 18 years\\n\\nDunkin' (Out-of-Home Coffee) \\u2013 16 years\\n\\nKonica Minolta (MFP Office Copiers) \\u2013 15 years\\n\\nHyundai (Automobiles) \\u2013 13 years\\n\\nAT&T Wireless (Wireless) \\u2013 13 years\\n\\nAmazon Kindle (E-Reader) \\u2013 12 years\\n\\nAmazon.com (Retail: Online) \\u2013 11 years\\n\\nHome Depot (Retail: Home Improvement) \\u2013 10 years\\n\\nThe Rule of Six. \\u201cIncrease brand loyalty and customers are six times more likely to engage with you, buy you, and buy again. They\\u2019ll pay more attention to your marketing efforts and your advertising,\\u201d notes Robert.\\nThis rule has big implications for brands grappling with COVID challenges. \\u201cIn light of the pandemic, perhaps most importantly, consumers are six times more likely to give brands the benefit of the doubt in uncertain circumstances. Like product shortages, supply-chain SNAFUs, and even price increases.\\u201d\\nWhat brand has made Robert smile recently? Robert pointed us to the recent AppleTV+ ad starring Jon Hamm pining for his own prestige drama on the network with all of the other celebrities. \\u201cThis not only made me smile, I'd give it a gold star,\\u201d said Robert.\\nTo learn more, visit the Brand Keys website.\\n\\xa0\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, iHeart, YouTube, and RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"