We’ve all heard the maxim, “if you want loyalty, get a dog,” but there’s no one out there more loyal than pet owners. That being the case, P&G, the makers of Iams and Eukanuba dry dog foods, is recalling certain varieties of its dry pet foods as a precaution because the food might be contaminated with salmonella.

While at this time no salmonella-related illnesses have been reported, P&G, the responsible, pet-friendly corporation it is, is urging consumers to immediately discard the recalled products because Fido isn’t the only one at risk of their health. It turns our people handling dry pet food can also become infected with Salmonella if they don’t wash their hands thoroughly.

Being a responsible brand is important, especially if you are talking about pets. More especially if you’re talking about dogs. A dog, after all is the only thing on earth that loves you more than he loves himself. Which is why emotion plays so large a role in brand engagement and loyalty generally, and for products and services related to pets specifically.

In Brand Keys Customer Loyalty Engagement Index we only measure canned dog food, but here’s how those brands rank:

1. Purina One
2. Pedigree
3. Alp
4. Hills
5. Gravy Train
6. Iams
7. Kibbles ‘n Bits

A P&G press release stated, “These products are made in a single, specialized facility and in cooperation with FDA, P&G determined that some products made at this facility have the potential for salmonella contamination. As a precautionary measure, P&G is recalling all products made at this facility.” For more information or refunds, consumers can call P&G at 877-340-8823, because to paraphrase Charles M. Schultz, “happiness is a warm and healthy puppy.”
_________________________________
Robert Passikoff is President of Brand Keys

It started with KFC’s bun-less “Double-Down,” two pieces of fried chicken with a burger in the middle. Next came Friendly’s “Ultimate Grilled Cheese Burger Melt” - a hamburger between two grilled-cheese sandwiches.

But in the interest in of staying competitive while offering something other than gourmet hamburgers and generating some much-needed buzz, Carl’s Jr.’s is introducing a foot-long burger, made by lining up three burgers on a hoagie bun and weighing in at 1,400+ calories.

Whether these offerings are appetizing to consumers, a market opportunity does not a brand success make. The truth is that any quick-serve chain can come up with a truly gross offering. But getting attention and getting sales are two entirely different courses. Consumers may try something for the novelty (and for the occasional cholesterol jolt), but you need more than one-time buyers to make a success of newly fabricated grub.

What you need is to be able to do it believably. While gross as any recent offer, the foot-long, triple burger from Carl’s Jr.’s would seem at least within their prevue, and thus a more feasible offering coming from a burger joint. And as a brand, Carl’s Jr.’s could sure use some inspiration.

According to our Customer Loyalty Engagement Index, they’re rated toward the bottom of the current national offerings a category that increasingly sees “health” showing up in the decision process:

1. McDonald’s
2. Subway
3. Burger King
4. Quiznos
5. KFC
6. Wendy’s
7. Carl’s Jr.’s
8. Hardee’s
9. Jack in the Box
10. Taco Bell

As the summer unfolds and the gross-out comestible wars continue, we are curious to see what other culinary chimeras get offered to the public.

But as anyone with a test kitchen can create a gross-out pièce de résistance, here’s a research question that rings loudest: is the weird combination of disparate foods and attendant and unfamiliar mouth-feel and unusual taste sensations the reason that consumers feast on such fare? Our metrics tell a different story of what consumers in the category are looking for, which may not be as simple as shaping a bigger burger. Especially when the shape many of today’s consumers are most interested in is their childrens’ and their own.
_____________________________
Dr. Robert Passikoff is Founder and President of Brand Keys

LeBron James will end an unprecedented free-agent frenzy tonight by revealing whether he will remain with the Cleveland Cavaliers or sign elsewhere. James will announce his future NBA plans during a one-hour special on ESPN at 9PM, Thursday. Proceeds for sponsorship for the special will be going to the Boys and Girls Clubs of America.

New York City is really the place for someone who once claimed that they wanted to be an active billion-dollar athlete. The Bulls boast a top-5 point guard and a top-3 rebounder to help LeBron score all those points. The Heat is probably a wild card, but there is the lure of having Pat Riley come out of retirement just to coach you. The Clippers are a long shot too but they have Vinny Del Negro, who took Chicago to consecutive playoff appearances. The Nets are low on the list and the Cavaliers high, but no matter how they’re ranked, both teams have the Loyalty Factor working for them.

LeBron James is as loyal as they come and as one of his closest friends, rapper Jay-Z, is one of the owners of the Nets, there are long term ties at work there. Cleveland is, of course, LeBron’s hometown and moving away from that and the opportunity to take his team to its 1st championship tests the bonds of loyalty. Staying could come with a 6-year, $125 million deal sweetener.

Then there are the fans. Fans think their players are supermen. But beyond adoration, as loyal fans fill the stadia, buy more licensed merchandise, and watch the team more often on TV, we turned to our Sports Fan Loyalty Index to see how local fans rank their own teams.
Here’s how they line up:

1. Heat
2. Cavaliers
3. Nets
4. Bulls
5. Knicks / Clippers

Mr. James’ decision of which team to play for is a complex matter. But so is fan loyalty. It’s mostly emotional with a dollop of rational statistics thrown in. But the statistics are just for the present. Fan loyalty can be for a lifetime.

Dr. Robert Pasikoff is President of Brand Keys, Consumer Insights Research and Consulting