Robert Passikoff
Robert Passikoff: A Pioneer in Brand Strategy and Measurement
===============
Full Name and Common Aliases
-----------------------------
Robert J. Passikoff is a renowned American brand strategist and founder of Brand Keys, Inc.
Birth and Death Dates
-----------------------
Born on August 17, 1949 (no public information available on his death date).
Nationality and Profession(s)
--------------------------------
Nationality: American
Profession(s): Brand Strategist, Founder of Brand Keys, Inc., Speaker, Author
Early Life and Background
---------------------------
Growing up in New York City, Robert Passikoff developed a passion for understanding consumer behavior and the power of branding. He pursued his interests by earning a Bachelor's degree from Brooklyn College.
Major Accomplishments
-------------------------
Passikoff's career spans over three decades, marked by numerous accomplishments that have shaped the brand strategy landscape:
Founding Brand Keys: In 1986, he established Brand Keys, Inc., which has become a leading authority on measuring and managing brand equity.
Brand Equity Measurement: Passikoff developed the proprietary Brand Keys Customer Loyalty Engagement Model, enabling companies to assess their brand's strength and identify areas for improvement.
Notable Works or Actions
-----------------------------
As an accomplished author and speaker, Passikoff has contributed significantly to the industry through various publications and presentations:
Books: He has authored several books on branding, including "The Future of Branding" and "The Truth About Brands."
Speaking Engagements: Passikoff regularly shares his expertise at conferences and events worldwide.
Impact and Legacy
-------------------------
Passikoff's impact extends far beyond the brand strategy realm:
Industry Leader: He has been recognized as a leading figure in branding, advising top-tier companies on how to build lasting relationships with their customers.
Innovative Thinking: Passikoff's work has pushed boundaries in understanding consumer behavior and its connection to brand success.
Why They Are Widely Quoted or Remembered
-----------------------------------------
Robert Passikoff is widely quoted and remembered due to his:
Thought Leadership: His insightful commentary on branding trends, challenges, and opportunities keeps professionals engaged.
Innovative Approaches: Passikoff's pioneering work in brand equity measurement has left a lasting impression on the industry.
Passikoff continues to contribute to the world of branding through ongoing research, publications, and public speaking engagements. His influence extends far beyond the realm of business, shaping consumer experiences worldwide.
Quotes by Robert Passikoff
Robert Passikoff's insights on:
The company has seen how tenuous it can be to be a hundred percent invested in one person,
The damage was done a long time ago. The competitive landscape is so dramatically changed from two years ago.
If Martha goes to jail, this company will be hit but it won't fall apart, ... It could still compete in all the categories because it has a life of its own now and it's not as reliant upon Stewart to sustain financial viability. Sure, it will become a different company, with a different brand strategy, in need of a new leader.
I liken what Wal-Mart's trying to do in terms of fashion to turning around the Queen Mary at full steam, ... It's not impossible to do. But it's not easy either, and it's going to take quite a long time.
In May 2002, if you asked me anything about Martha Stewart, all of my responses would have been positive.
In May of 2002, when the brand competed with others, they were doing so from the castle on the hill. Now they're in the moat with everyone else.
It's difficult, but in these times, when the customer is willing to look around for fashion, it's certainly not impossible for Wal-Mart's new brand to succeed.
It wasn't just that she was found guilty. She was also found to be mean-spirited.
A brand needs to be rated a 107 or better by customers for it to see real profitability, ... If they were expecting the TV show to substantively shore up the weakened brand, we'd have to borrow from Martha and say it wasn't such 'a good thing'.