BMR Brand Keys is an independent brand consultancy and market research services provider, founded in 1992, with offices in London and Dublin. We are also the strategic partner in the UK and Ireland of Brand Keys Inc, based in New York, world leader in customer engagement and loyalty driver metrics (www.brandkeys.com).

We specialise in uniquely effective solutions in brand strategy, brand communications, media optimisation, and customer loyalty (see Services).

We promise three things:

• to get to the heart of what you want to know.
• to give you a solution to inspire strategy and foster fresh thinking.
• to provide a roadmap for the best return from your marketing spend.

Read on for how and why; then talk to us to find out more.

Strategic Seven

Having the correct answers to these seven questions is essential to the prosperity and success of any brand or service. Have you got them for yours?

1. What are the four strategic drivers accounting for 90% of consumer engagement and purchasing in your category? What contribution does each driver make?
   
   
2. How do consumers see your brand relative to these drivers? Where is your brand strong, where weak, and why? How are your main competitors perceived?
   
   
3. What are the most important strategic issues for your brand today from the consumer viewpoint? How can your brand best capitalise?
   
   
4. How is your marketing and advertising working to build engagement and purchasing for the brand?
   
   
5. Is your marketing & advertising delivering the most relevant message to consumers in these changed times? What message is optimum, and why?
   
   
6. Is your brand spending its marketing and media budget efficiently? Or is it overspending or under-spending in one or more strategic drivers? How can your spend be optimised?
   
   
7. What real strategic opportunities are available to your brand over the next 12 to 18 months?

Traditional research tools can hardly make a start with most of these, and would be lucky to answer even one correctly. We elaborate why in Framework.

The methods and tools used by BMR Brand Keys are different. We have the research system and know-how to measure and answer all seven correctly, for any brand or service, including yours.

Empowering Marketers

Traditional techniques – both standard quantitative and qualitative methods – are very good at measuring established facts and what has already happened.

But when you want a strategic view of what lies ahead – of what consumers are minded to do down the road and what that will mean for your brand – then historic metrics are not much use.

To be effective today marketers must base their actions on clear strategic foresights.

We provide these through metrics proven to have high predictive value.

This enables us to provide a robust predictive rationale for marketing investment decisions – precisely what brand owners and marketers most need and want today.

This means, for example, that we can measure with high reliability the likely in-market effect of almost any marketing initiative, before you spend the money.

This has been extensively and independently validated. No other research system remotely approaches this capability.

Some of the world’s most successful businesses use the Brand Keys system to address the strategic questions and issues that stump traditional methods.

These include, in the USA, brands like P&G, Unilever, Wrigley, J&J, Samsung, Toyota, AT&T, American Express, New York Times, HP, IBM, and Microsoft.

Most of our work utilises this system, often in combination with traditional research techniques.

Reach and Scope

BMR Brand Keys designs and conducts research studies in the UK, Ireland and Continental Europe; and elsewhere in the world through Brand keys Inc.

Our work encompasses brands large and small, and product and service categories of every kind.

We employ the full range of information collection techniques: focus groups, face-to-face interviews, telephone interviews (CATI), and on-line interviewing.

Every project is run hands-on and presented in person by a senior partner or director.

(see Principles for the principles behind everything we do)

(see Contact to get in touch with us)



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