BRAND ARCHITECTURE - Predict brand success - The ideal brand architecture can be structured by using Leading Indicator Metrics for the brand and its category.

CUSTOMER LOYALTY Optimise return on customer loyalty Effective customer loyalty predictors need to consider how the brand measures up to the consumer's category ideal.

Passikoff, Robert, (2011)

PRACTICAL APPLICATIONS - Break the old habits - Experimentation is key to good BE practice, as evidenced by both public service and brand campaigns.

Passikoff, Robert, (2010)

TRENDS - 10 consumer spending trends - How brands will need to appeal to shoppers over the next 18 months.

Passikoff, Robert, (2010)