Passikoff: On Great Brand Stories
Or can. If properly told. Because storytelling is a great way to use narrative to connect your customers to…... Read more.
Passikoff: Bad Research = Bad Predictions. Again.
Making predictions about 21stcentury consumers (or voters) using mid-20th century research techniques generally results in misleading forecasts.... Read more.
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…... Read more.
Passikoff: What’s Scaring Your CMO Right Now?
We asked 463 CMOs and brand managers, “What keeps you up at night?”... Read more.
Passikoff: What’s Scaring Your CMO Right Now?
We asked 463 CMOs and brand managers, “What keeps you up at night?”... Read more.
Passikoff: The Celebrity Made Me Do It
Brands think that kind of co-branding (products/service + celebrity) is synergistic, but it’s also dangerous.... Read more.
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.... Read more.
Passikoff: Linking Loyalty and “Dollars”
Focusing on understanding and building loyalty, it turns out, is always the right thing.... Read more.
Passikoff: Magic (Brand) Numbers
Consumers in the post-pandemic marketplace are doing some significant sorting-out of brands when it comes to their loyalties.... Read more.
Passikoff: How to Grow Wallet-Share in a Recession
If you want to see increases like that for your brand it means continuing to promote your brand during recessionary times.... Read more.
Passikoff: Innovation in Today’s New Normal
We had the normal, the new normal, the pandemic, and, as we move toward the next normal, brands will need to focus on innovation and innovating.... Read more.
Passikoff: How Patriotic are your Favorite Brands?
Slapping an American flag on something and having an authentic foundation to be able to slap an American flag on something aren’t the same thing. Consumers know... Read more.
Passikoff: Maybe Your USP Could Use Some Caffeine
If you can engage consumers in a meaningful way, it’ll jolt something in them and have them behaving more positively toward your brand.... Read more.
Passikoff: The Cocktail Culture Driving Changes in Alcohol Brands
Loyalty – for virtually every alcoholic beverage category – is driven primarily by things like appearance of versatility (the critical word being “appearance”).... Read more.
Passikoff: Cannabis Brands are More Than Smoke
Cannabis and its cultural swirl remain a heady and potential goldmine for those who can brand weed right.... Read more.
Passikoff: How Authentic is Your Brand Authenticity?
It turns out that there’s an enormous difference between a brand saying something, a brand doing something, and a brand saying and doing something believably.... Read more.
Passikoff: Finding JC Penney’s Retail Raison d’Etre
Selling to existing customers is not a new idea. It’s called “customer loyalty,” and it’s kind of a brand prime-directive.... Read more.
Passikoff: And Your Marketing Mantra is …
“Cheap” is the rational part of decision-making. Expectations are the emotional part.... Read more.
What’s Keeping CMOs and Brand Managers Up at Night?
Dealing with competition is part-and-parcel of brand marketing and management life.... Read more.
Passikoff: The Least Engaging Brands in the World
Nobody on a “Least Engaging List” makes the kind of money or profits shareholders expect.... Read more.
