Jan Hofmeyr joined Synovate in 2006 and became a member of the executive board in 2010. He was responsible for developing their brand equity and customer loyalty offers. Prior to that he invented the Conversion Model™, ran the Customer Equity Company (which was sold to TNS in 2000), and was a senior political advisor for the African National Congress during and after the first democratic elections in South Africa. He is the co-author (with Butch Rice) of Commitment Led Marketing and the author of numerous, award-winning papers on brand equity.
South Africa-based Jan Hofmeyr is one of the world’s leading brand commitment experts.
In 1986, he developed The Conversion Model measuring the commitment of people to their current choices and closeness to conversion. It has been applied to over 350 product categories in more than 700 projects in over 200 countries. The Conversion Model is the most widely used customer equity measure in the world, and has been or is currently used by 22 of the 25 most valuable brands in the world, ranging from Coca-Cola to IBM.
As developer of the Conversion Model, Jan works with leading companies around the world. These include: The Coca-Cola Company, Levi Strauss & Co, Philip Morris, Nokia, American Express, Procter & Gamble, IBM, Intel, Hewlett Packard, etc. He has worked with packaged goods, media, travel, telecommunications, insurance, financial and IT companies.
Dr. Hofmeyr is a frequent speaker at conferences and seminars internationally, e.g. Global Brand Forum (2004). In 1992, he was a guest lecturer at the Graduate School of Business, University of Chicago where he taught a course on brand equity management. More recently, he has been invited to Harvard Business School to present a marketing seminar on commitment to post-graduates and senior staff.
He has authored or co-authored three books including ‘The Cynics Guide to the Stock Exchange’ ‘Religion, Intergroup Relations, and Social Change in South Africa’; and ‘Commitment-led Marketing’ co-authored with Butch Rice.
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