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Investing

Brand Keys Laughable Loyalty Awards

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By Douglas A. McIntyre Published
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Most brand valuations done by consultancies render suspect figures because none are based on completely transparent data. This is particularly true of the well-known Brand Z and Interbrand annual numbers. Each of these two firms has its own secret ingredients for deriving final values.

The most questionable brand ranking data to come out in a few months is based on research from a small firm called Brand Keyes.

The firm’s “Customer Loyalty Engagement Winners” include Tylenol at the top of the Allergy Medication list and Toyota in the No.2 spot in Automotive. Brand Keys does not bother to make any mention of the severe problems each brand has encountered in the last two weeks.

CBS News, which gets the worst ratings among network TV news shows ranks first in its category. Fox, which often has the highest ratings, ranks last. Apple (AAPL) does not show up in the online music category. AT&T ranks No.1 in wireless phone service, despite its substantial 3G network problems.

The brand survey business has lost almost all of its credibility. Brand Keys might as well race the other brand consultancies to the bottom

Douglas A. McIntyre

Photo of Douglas A. McIntyre
About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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