Praise for Predicting Market Success "Predicting Market Success has come at the right time formajor companies. The value of understanding the dimensions of yourbrand's unique appeal and strength of preference is indispensablefor brand strategy today. This book is well worth your time." ?Joseph T. Plummer, Chief Research OfficerThe AdvertisingResearch Foundation "In the competitive world of branding, understanding what drivesconsumer loyalty is the cornerstone of a brand's continued success.Passikoff's market-driven insights on how to obtain, analyze, andutilize loyalty metrics will help you make strategic,brand-enhancing decisions." ?Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buycertain things from certain companies, even though other things byother companies seem just as good. With his great feel for popculture and almost philosophical outlook, he understands what makesconsumers tick-and stick." ?Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brandequity, and Passikoff understands loyalty like few others. In thisbook, he captures the essence of loyalty and branding in apractical way-showing how loyalty drives profitability." ?Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified,complimented, and comfortable, don't read this. If you want a bookto challenge your beliefs about brand marketing right down to thecore, you can't afford not to." ?John Gaffney, Executive Editor, Peppers & RogersGroup