In 2026, consumer expectations continue to rise faster than brands can typically respond, reaffirming that emotion – not rational evaluation – drives the majority of purchase decisions. Insights from the Brand Keys Customer Loyalty Engagement Index, now in its 28th year and the world’s largest continuous brand-tracking database, demonstrate that brands best aligned with consumers’ category Ideals earn significantly higher attention, engagement, loyalty, and sales.
At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Brand Keys founder and president Dr. Robert Passikoff will present From Emotion to Action: 2026 Metrics That Predict Behavior, showing how these expectation metrics correlate strongly with in-market behavior, brand share, and profitability, making them essential indicators for navigating an increasingly expectation-driven marketplace.
Passikoff is a thought leader who has pioneered work in loyalty and emotional brand engagement, creating the Customer Loyalty Engagement Index, the Loyalty Leaders List, and the Sports Fan Loyalty Index. His first book, Predicting Market Success, provided a 21st century paradigm for measuring real loyalty. His second book, The Certainty Principle, dealt with assessing engagement in a more complex and digital marketplace. He is a graduate of Stony Brook, Oxford, and NYU, whose communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.”
MASB summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from events@themasb.org.
