Robert Passikoff is president of Brand Keys, he only research consultancy in the world that specializes in customer loyalty, providing brand-equity measures that accurately predict future consumer behavior. He is the author of two books, Predicting Market Success, and The Certainty Principle, with Amy Shea. Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Customers With Your Brand is a comprehensive and practical guide to leading-edge engagement, with leading-indicator research and planning.