The Top 100 Most Valuable Brands in 2022

Given the elusive nature of brands, determining a brand’s financial value is a difficult task.
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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 you consider that Coca Cola and McDonalds have each had about 40 tag lines this century alone! Last Friday was Veterans Day,…

Passikoff: The Celebrity Made Me Do It

Brands think that kind of co-branding (products/service + celebrity) is synergistic, but it’s also dangerous.
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Edelman Trust Barometer – My Top 5 Takeaways

In a special report on brand trust, Edelman called trust: ‘the new brand equity’. Trust and business integrity now play a much more significant factor in purchasing decisions.
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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.
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Passikoff: Linking Loyalty and “Dollars”

Focusing on understanding and building loyalty, it turns out, is always the right thing.
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The 2022 Loyalty Leaders with Robert Passikoff

Robert Passikoff, founder and CEO of Brand Keys, unpacks their latest report – the 2022 Loyalty Leaders. Dr. Passikoff and his company have been measuring and tracking consumer loyalty for more than 25 years and have helped to guide some…