Advertisers Fumble ROI with Super Bowl Ads
By Robert Passikoff 62% of Advertisers will Fumble ROI Not all programs are right for all brands, even if it happens to be the Super Bowl. The 8th annual Super Bowl Engagement Survey, conducted by Brand Keys, Inc, reports that when it comes to the monetary return advertisers will get on their advertising investments in […]
Loyalty; The First Great Gift We Can Bestow
While Santa has the backroom covered with his brilliant reindeer transportation system, and has never known an image problem, it’s his ability to create loyalty, generation after generation, that needs no research to verify. That’s one question even a child can answer.
Tiger: Getting (and Giving) the Benefit of the Doubt
By Robert Passikoff In “When a Human Brands Bogies” last Tuesday we noted, “[sic Tiger] Woods as super-athlete cum Human Brand, resonates with values that sports fans and non-sports fan adore: skill, planning prowess, the ability to get of out of sand traps with a single stroke. PR traps, too. These values -beyond his ability […]
Good Marketing that Really Sucks
By Robert Passikoff Everywhere you look the overbite is back in fashion. This time coming with more than just incisors in an extra-long and a strong distaste for garlic. Today’s vampire culture has evolved into a buff crowd of populars, seemingly as interested in cool couture as they are in blood donations. True Blood, the […]
Top 10 Brand and Marketing Trends for 2010
Niels Bohr once noted that “prediction is very difficult, especially about the future,” but then he didn’t have access to predictive loyalty metrics. Happily, Brand Keys does. And, as they measure the direction and velocity of consumer values 12 to 18 months in advance of the marketplace and consumer articulations of category needs and expectations, they identify future trends with uncanny accuracy.
Having examined these measures, we offer 10 trends for marketers for 2010 that will have direct consequences to the success – or failure – of next year’s branding and marketing efforts.
Cash for Clunkers – Top Green Car Trade-in Picks
If the car you own has a combined 18-mpg rating or below, you may qualify for the U.S. Government’s trade-in rebate program, aka “Cash for Clunkers.” If you qualify your old vehicle may be worth up to $4,500 towards the purchase or lease of a new, more efficient car.
Branding Breaks Through Middle Management Bottleneck – @ Issue
Middle managers are like waiters shuttling between the kitchen and dining room as the intermediary delivering the restaurant’s “brand.” In a corporation, middle managers deliver the company’s brand while managing a workforce charged with its tactical execution.
Leading Food Trends – The Resiliency Movement
By Margaret Kime Americans are a resilient people. In this time of financial uncertainty, global warming, food safety issues and community preparedness, the American “can-do” spirit is asserting itself. Consumers are taking back-to-the-basics steps to regain control of their lives and reconnect with their communities – especially with food. For example, home gardens are up […]
Program Ads Don’t Stick – The ConsumHERist
by Delia Passi Why advertise when 91% of women say that advertising does not resonate with them? Or that 70% of women multi-task during commercials? Or that women TiVo their way to stretching their precious down time? You get the picture? The commercial is out and “engagement” is in. That’s why I’m a big believer […]
Eddie Bauer – Climbing to Higher (Brand) Peaks
By Robert Passikoff Eddie Bauer, the iconic outdoor-clothing chain that sold goose-down coats to Mount Everest mountaineers and modern outdoor clothing to ski- schussing college students, filed for Chapter 11 bankruptcy protection yesterday. Eddie Bauer has been struggling to repay its debt. And the fact that consumers slowed down spending on anything but necessities can’t […]
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