Browsing Category
Brands
132 posts
The Penultimate Guide to Retail Brand Authenticity
As a marketer, how important is brand authenticity to consumers? TLDR:Brand authenticity is a crucial factor in influencing…
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”?…
Deep Dive into the Consumer Motivations that Drive Sales
Does Psychology Provide a Crystal ball into Brand Performance? Human beings have always longed to predict the future…
“I want to thank me!” – What Brands Should Learn from LGBTQIA+ Consumers
At the 75th annual Emmy Awards, Niecy Nash-Betts delivered a remarkable acceptance speech for best supporting actress in a limited…
Passikoff: Brand Loyalty Kicks High
There was a great marketer who said the secret of his success was, “Don’t give people what they…
Building a Brand That Lasts: The Strategies of the Most Valued Companies on Earth
Building a brand that stands the test of time is no easy feat. Success requires a strategic combination…
Influencers, Celebrities & Investments
In the world of fame and fortune, some celebrities go beyond the spotlight, strategically building wealth through diverse…
Mastering the New Dance of Consumer Expectations
Ever wondered why the pull of your favorite brand is so strong, or why some products seem to…
Passikoff: Attack of the Loyalty Juggernauts
Consumers – you and me – make 35,000 choices a day. One every 2.5 seconds. Depending on category…
Predicting the Next Wave in Grocery and Shopping Behavior
Discover the future of consumer shopping habits and strategy adaptation with Barbara Connors, Vice President Strategy and Acceleration…
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: On Great Brand Stories
Or can. If properly told. Because storytelling is a great way to use narrative to connect your customers to…
Passikoff: 10 Rules for Brand Performance
Former-Borscht Belt comedian, 1950’s TV script writer, filmmaker, and philosopher, Mel Brooks, cautioned, “Hope for the best. Expect…
Pushing Boundaries in Grocery Retail Innovation
Our guest for today’s episode is Andrew Cron, who wears many hats as the Senior Vice President, Chief…
Passikoff: The Path to Brand Enlightenment
Buddha believed, “Everything connects to everything else.” It’s a good philosophy to follow. In life and business. More-particularly,…
Passikoff: Loyalty is boffo!
Loyalty is Boffo! That’s show-biz talk. For “terrific!” More for some brands than others, but still. The accolade…
Exploring the Next Frontier of Retail
Welcome to the world of loyalty marketing, where data drives decisions and personalization is key. In this episode,…
Discovering the Magic of Cannes Lions: A Study in Creativity
Ingrid and Mike sit down (virtually) with Gaelle Comte of the Cannes Lion Festival to discover how the…
Passikoff: What Happens When Brands Chase the Wrong Numbers
Let me be very clear. This is not a column about trans people, LGBTQ civil rights, pride, Pride…
Passikoff: Meeting Customer Expectations = First Identifying Them
You need to FIRST identify Customer Expectations and THEN align your brand and engagement activities to meet and…
Gatorade, Starbucks Frappuccino and Lipton Take Top Spots in the “Bev50” Psych-Pulse Brand Strength Index”
The most popular of 50 leading beverage brands in the U.S. are Gatorade, Starbucks Frappuccino and Lipton teas,…
Passikoff: Patriotic Brands Matter (and Win)
Brand Keys released their annual Most Patriotic Brands survey. It identifies which brands best embody the value of “patriotism".
5 Reasons Companies Should Re-prioritize Marketing Efforts Right Now
In times of economic confusion, it may seem tempting to stash away your marketing budget and retreat to…
Customerland Ep 12: How to Grow Your Business Like a Weed
What is it about some business that seem to transcend the “normal” trajectory of growth and end up…
Get Emotional for Greater Engagement: B2B Podcast Best Practices
The latest episode of my podcast of Insider Interviews with E.B. Moss is an interview with, well, me! Julie Livingston of Want Leverage PR…
Passikoff: What’s So Good About Brand Innovation?
If you, like Steve Jobs, want to “put a ding in the universe,” think innovation. That’s the way…
Passikoff: Winning at the Ultimate Measure of Loyalty
A couple months ago I wrote a column about how to get consumers to behave six times better…
What Keeps CMOs and Brand Managers Up at Night?
Annual Marketing On My Mind Survey IDs This Year’s Market Terrors – A “Perfect Storm” of R-O-I, Inflation, and Profit…
Passikoff: Predicting Brand “Disappointment”
Brand disappointment like that is like a Möbius strip. Consumers aren’t signing up and that’s reflected in the…
Passikoff: Big Brand Blunders
“likes” and “tweets” have become surrogates for real ROI and where, unfortunately, in the rush to rush to…
Most Loved and Hated Brands From Every Country
By Ian Wright The internet age has cultivated a continuous three-way conversation between brands, consumers, and the media,…
Passikoff: The One Reason Why Disney Won
Brands better able to meet consumer expectations are six times more likely to have consumers think better of…
Looking at Consumer’s Sustainability Expectations
By Robert Passikoff Media theorist Marshall McLuhan noted, “There are no passengers on spaceship earth. We are all…
Passikoff: What’s Really Driving Brand Loyalty?
Meeting expectations drives profits. And, as you’ll see, that pun is ultimately going to be intentional. (Don’t be…
Passikoff: Big Brand Faux Pas
“The new 2021 logo, a brand refresh, ended up a more stylized interpretation of their name.” I was…
How Brand Tracking can make Marketing Investments Recession-Proof
Kantar evidence from the last recession of 2007-2009 demonstrates that tightening the purse strings starts with the marketing…
Making Media Sustainably Good
“Just as you measure media success, measure your success in sustainability.” Kirk McDonald, CEO of GroupM North America and…
Is Nothing Sacred? Why Branded Bowl Games Rub Us the Wrong Way
The college football bowl season promises an ever-growing slate of games with corporate logos on them, held in…
How to Build Trust and Loyalty through Purpose-Driven Marketing
Your entire marketing campaign – and indeed, brand – hinges on trust. With pandemic pressures – and economic conditions in…
Four Trends Challenging Brands in the Evolving Digital Marketing Ecosystem
It seems that every day we witness the emergence of new disruptive forces that challenge our personal, economic,…
The Top 100 Most Valuable Brands in 2022
Given the elusive nature of brands, determining a brand’s financial value is a difficult task.
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: The Celebrity Made Me Do It
Brands think that kind of co-branding (products/service + celebrity) is synergistic, but it’s also dangerous.
Edelman Trust Barometer – My Top 5 Takeaways
In a special report on brand trust, Edelman called trust: ‘the new brand equity’. Trust and business integrity now play a much more significant factor in purchasing decisions.
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.
The 2022 Loyalty Leaders with Robert Passikoff
This isn't the popularity contest. It's a measure of how well these brands are meeting expectations within a category.
Passikoff: Magic (Brand) Numbers
Consumers in the post-pandemic marketplace are doing some significant sorting-out of brands when it comes to their loyalties.
Building Brand Ethos: Why Emotion Matters
People are drawn to the emotions that drive a brand’s motivations, and when users and consumers alike can attain a full picture of a brand, it encapsulates a significant idea: brand stories are essential.