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 the Super [...]

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 to [...]

Brand Loyalty: Cell Phones trump Search Engines and Cosmetics

By Robert Passikoff
Wireless handset brands iPhone (#1), Samsung (#2), and Blackberry (#4) accounted for a third of 2009’s top 10 Loyalty Leaders, in the 13th annual Brand Keys survey by Brand Keys. This year’s findings indicate that customer values intrinsic to technology brands were seen to best meet, and even exceed, customer expectations for [...]

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 smash-hit [...]

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.

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 have helped. [...]

Chapter 12: Branding Cars

GM’s financial quagmire and bizarre labor and bureaucratic practices notwithstanding, branding (or lack thereof) was a big part of their problem.

Here Comes the New ‘Mom-acracy’

By Greg Furman, Founder/Chairman of The Luxury Marketing Council
America is Quickly Moving to a New “Momacracy”
A telephone survey of 100 CEO Luxury Marketing Council members and, separately, a spring survey by PR firm Fleishman-Hillard, strongly suggest that America is moving to a New Matriarchy.
Women in the luxury arena in the last 15 years have accounted [...]

Open a New (Wireless) Window

By Robert Passikoff
News from the GSMA Mobile World Congress, Spain, the largest wireless industry event so far this year.
Microsoft made quite a push to make its Windows mobile software as ubiquitous as its PC operating system. LG announced that they were going to significantly increase the number of handsets that will carry the new Microsoft [...]