Latest Posts
Conversations with TheCustomer: Robert Passikoff on Measuring Patriotic Brands
Earlier this month we published the findings from the 18th annual "Most Patriotic Brands" survey as compiled by Brand Keys.
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: 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…
Passikoff: Linking Loyalty and “Dollars”
Focusing on understanding and building loyalty, it turns out, is always the right thing.
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Passikoff – What Your Hot Dog Says About Your Loyalty
There’s been a lot of talk recently about how brand loyalty is disappearing. I don't think that’s true. I believe lots of things in the 21st century and over the past 30 years have morphed.
Loyalty Deniers: Passikoff on Winning Real Brand Loyalty
A recent article expressed the opinion that, aside from fixated fans, there's no such thing as brand loyalty. The science says otherwise.
Passikoff: DIY Presidential Prognostication
In this column I’m going to talk to you through D-I-Y Presidential Prognostication. Why? Because there’s a U.S. presidential election coming up. No, really. It’s been on all the news.
Unobtrusive Measures: Passikoff on What Consumers Aren’t Telling You
No one should approach the temple of marketing research with the soul of an accountant. I was making…
Dying is Easy: Passikoff on Brand Differentiation
Do enough advertising and consumers will eventually become aware of your brand - but awareness alone is the longest route to profitability.
Passikoff: Payless’ Great “Feats” of Marketing Aren’t Enough
According to our research, Payless has high aided awareness and recognition, but it isn’t the first brand consumers think of when their category comes up. Nor the second or third. The brand is known, but unfortunately not well and not desired, as two previous bankruptcies have shown.