Brand Keys runs the Customer Loyalty Engagement Index (CLEI), a syndicated study examining consumers’ relationships with over 500 leading brands across 64 categories. Cult Collective is a marketing consultancy that aims to help brands engage consumers in ways that lead to higher customer loyalty and profitability.

“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. “Our behavioural 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 optimise their marketing and media spend and actually implement our ideas with go-to-market strategies and tactics.”