Passikoff: Brand Exnovators
Here’s my “Word of the Day.” Exnovation. I used a thesaurus to find it. “Exnovation” has been described as…
Passikoff: Brand Color Wars
If I say the name, “Louboutin,” what do think of? Shoes with red soles, right? How about “Post-Its”?…
The Good News and the Bad News about AI
Which do you want first? Research tells us that depends. On whether you’re the giver or receiver of…
Passikoff: Brand Loyalty Kicks High
There was a great marketer who said the secret of his success was, “Don’t give people what they…
Passikoff: Attack of the Loyalty Juggernauts
Consumers – you and me – make 35,000 choices a day. One every 2.5 seconds. Depending on category…
Passikoff: How to make your brand “happen”
There’s a big difference between what consumers expect and what they see brands delivering. When it comes to…
Passikoff: Will the Real Black Friday Please Stand Up?
Black Friday is coming. It’s this week. That’s the real Black Friday, I’m talking about. I want to…
Passikoff: On Great Brand Stories
Or can. If properly told. Because storytelling is a great way to use narrative to connect your customers to…
Passikoff: Bad Research = Bad Predictions. Again.
Making predictions about 21stcentury consumers (or voters) using mid-20th century research techniques generally results in misleading forecasts.
Passikoff: Brand Lessons from a Few Good Men
From a brand perspective, four taglines isn’t a bad record for a 247 year old brand. Particularly when…
Passikoff: What’s Scaring Your CMO Right Now?
We asked 463 CMOs and brand managers, “What keeps you up at night?”
Passikoff: What’s Scaring Your CMO Right Now?
We asked 463 CMOs and brand managers, “What keeps you up at night?”
Passikoff: The Celebrity Made Me Do It
Brands think that kind of co-branding (products/service + celebrity) is synergistic, but it’s also dangerous.
Passikoff: Logos on Fire
We looked to our Loyalty Leaders List and drilled down to examine the percent-contribution the graphic IDs that 20 brands consistently use in their marketing.
Passikoff: Linking Loyalty and “Dollars”
Focusing on understanding and building loyalty, it turns out, is always the right thing.
Passikoff: Magic (Brand) Numbers
Consumers in the post-pandemic marketplace are doing some significant sorting-out of brands when it comes to their loyalties.
Passikoff: How to Grow Wallet-Share in a Recession
If you want to see increases like that for your brand it means continuing to promote your brand during recessionary times.
Passikoff: Innovation in Today’s New Normal
We had the normal, the new normal, the pandemic, and, as we move toward the next normal, brands will need to focus on innovation and innovating.
Passikoff: How Patriotic are your Favorite Brands?
Slapping an American flag on something and having an authentic foundation to be able to slap an American flag on something aren’t the same thing. Consumers know that too.
Passikoff: Maybe Your USP Could Use Some Caffeine
If you can engage consumers in a meaningful way, it’ll jolt something in them and have them behaving more positively toward your brand.
Passikoff: The Cocktail Culture Driving Changes in Alcohol Brands
Loyalty – for virtually every alcoholic beverage category – is driven primarily by things like appearance of versatility (the critical word being “appearance”).
Passikoff: Cannabis Brands are More Than Smoke
Cannabis and its cultural swirl remain a heady and potential goldmine for those who can brand weed right.
Passikoff: How Authentic is Your Brand Authenticity?
It turns out that there’s an enormous difference between a brand saying something, a brand doing something, and a brand saying and doing something believably.
Passikoff: Finding JC Penney’s Retail Raison d’Etre
Selling to existing customers is not a new idea. It’s called “customer loyalty,” and it’s kind of a brand prime-directive.
Passikoff: And Your Marketing Mantra is …
“Cheap” is the rational part of decision-making. Expectations are the emotional part.
What’s Keeping CMOs and Brand Managers Up at Night?
Dealing with competition is part-and-parcel of brand marketing and management life.
Passikoff: The Least Engaging Brands in the World
Nobody on a “Least Engaging List” makes the kind of money or profits shareholders expect.
Survey Finds: 84% of American Consumers Look to Boycott Russian Brands
Boycotting Russian brands available in the U.S. may not bring down the Russian economy, but it is symbolic.
Passikoff: The Difference Between CSR and CSR Lite
It was Mother Teresa who said, “Give, but give till it hurts.” But nobody ever said you couldn’t make sure you helped your brand do better while doing it.
Passikoff: Brand Engagement is Actually Pretty Straightforward
Defining your category’s Ideal is where it gets tricky.
Passikoff: Genuine Consumer Insights or Just “Duh”
People should be able to share their consumer insights and teach and pass on knowledge to a new generation of marketers and researchers. But not duh-worthy stuff.
Passikoff: Chasing Customer Expectations
Real customer expectations – the ones brands want to exceed – move at the speed of the consumer, faster than brands can keep up, no matter how many times brands tell you they want to exceed your expectations.
Passikoff: Identifying Consumer Trends Before They’re Trends
Brands that want to dominate and “own” categories and consumers will have to also own an emotional value.
Passikoff: Anniversaries, Trends, and Brand Loyalty
While we can’t offer you a drink, we can offer you access to the largest, most accurate, correlated-to-consumer behavior, continuous brand loyalty database ever created.
Passikoff: The Meta of Brands
How much does the fact we recognize a logo – even like a logo – change our behavior toward the brand and the experience the logo is supposed to represent?
Passikoff: Your Holiday Shopping Run-Down
Black Friday and Christmas shopping are becoming more like going to see Santa or the Thanksgiving Day parade. Nice to do, but not necessary to do.
Passikoff: Spotting Crappy Market Research
Are you kidding me? You want information from someone not familiar with the category? That’s the kind of data you want to include in your analysis???
Passikoff: Brand Slogan Hits … and Misses
I’m thinking nothing is still better than the innuendo-laden Sunglass Hut slogan, “Sitting On Faces Since 2001.”
Passikoff: Peloton Isn’t Pedaling Fast Enough
The perfect storm blew the Peloton brand out of the luxury category into a sector some consumers thought of as a “necessity,” and that was good.
Passikoff: The 2021 Loyalty Leaders List
Brands that make loyalty and emotional engagement a priority show up on our Loyalty Leaders List. More importantly, they show up on consumers’ shopping lists.
Passikoff: The Donut Theory of Branding
You have to watch values. They don't so much as sneak up on your category as much as pounce.
Passikoff: Predicting the Galaxy
Technology is, indeed, driven by corporate innovation, but it’s mostly driven by consumer expectations.
Passikoff: Market Research Has to Earn It’s Place at the Table
Run-of-the-mill mid-20th Century market research is a superb rear view mirror, but a crummy windshield.
Passikoff: Leading with Brand Values
Be a real brand. Defend your heritage. Build your brand values. Create emotionally engaging advertising to reinforce brand differentiation, consumer gratification, and customer loyalty. You know, brand stuff.
Passikoff: Is Your Brand Really a Brand?
“What about all those famous people online and on TV? Aren’t they brands?” The answer is, “No, they’re celebrities.” Being a celebrity does not QED a “brand” make.
Passikoff: Victoria’s Secret is a Study in Market Tone-Deafness
Victoria’s Secret brand loyalty is down. The brand needs a new flight path for the evolving retail atmosphere, or it will continue to pay the price.
Passikoff: This is Your Loyalty on Caffeine
At supermarkets and grocery stores consumers stocked up on products to which they were loyal. And sure, every sentient being in the universe is aware of Coca-Cola. But in tough times – and I’m not so sure there have been tougher times than the recent pandemic – customers are six time more likely to stick with products they’ve been loyal to in the past and snubbed the new entry.
Passikoff: Investing Along Loyalty Lines
Loyalty is not only a leading-indicator of consumer behavior, it’s also axiomatic. As loyalty increases, emotional engagement drives positive consumer behavior.
Passikoff: The Winning Strategies of the Streaming Wars
Almost two-thirds (63%) of American households have an Netflix account. And probably a lot more watch if you factor in ones using someone else’s login.
Passikoff: Customer Expectations – Smartphone Edition
You need to be a brand that meets customer expectations and emotionally engages. That's different from being technologically-advanced.