The Franchise Owner's most trusted news source


Log In / Register | Dec 17, 2017

A Retrospective View of Predicted Trends for 2017

If the title for this year’s Brand Keys Trends for 2017 seems a bit contradictory, think about the two biggest questions being raised just as we enter the New Year: “How did we get here and how did researchers get it so very wrong?”

The NFL's Most Loyal Fans

The NFL season always kicks off with teams planning for an ideal season leading to Super Bowl. This year the annual kickoff game felt familiar, with the Carolina Panthers opening the season in Denver, looking for a chance to bounce back from last year's Super Bowl loss.

America’s Favorite Beer

Writer Charles Farrar Browne, aka Artemus Ward, noted, "We all can't be Washingtons, but we can all be patriots." When he wrote that he was, of course, talking about people – not products. But certain brands think it's a philosophy worth leveraging, and sometimes it is.

Facts Cannot Stop Brand Trump

You can’t have missed Sarah Palin’s well-publicized endorsement of Donald Trump. Somewhat quieter has been the confederation of conservatives trying to get other “conservative thinkers” to speak out against the Republican Presidential front-runner.

Can Brand Trump Become President Trump?

In 1968, Joe McGinniss wrote The Selling of the President, analyzing the marketing of Richard M. Nixon. It was the first-of-its-kind intro to a concept of stage-managed presidential branding and a primer for taking a human politician and turning him into a brand – the creation of the “new Nixon.”

20 Most Engaging Brands of Millennials

That it is hard to emotionally engage Millennials is not a surprise. What does surprise is the way marketers believe that more social networking and entertaining advertising will. But, in the absence of real ROI metrics, counting “shares” and tweets, and views has become the default evaluation for assessments of efficiency for marketers.

Emotions Are More Important to Millennials

As more marketers have focused on the Millennial Generation with efforts focused on capturing this cohort’s attentions, major budgets are being planned in the mistaken belief that Millennials are less brand loyal than other age cohorts, and require additional attention to create brand preference.

Top 5 Categories with the Highest Consumer Expectations

Think about this and what you might do. Imagine what’s considered to be the newest, coolest, most-value-adding differentiator in your category today will become a price-of-entry, table-stakes, ho-hum feature/value in the next two years. Faster, if the velocity of consumer expectations increases, which it does every year. What are you going to do?

America’s Least Engaging Brands, 2015

This past January, Brand Keys announced the top brands that 36,605 US consumers found to be most emotionally engaging. That meant consumers saw those brands as best meeting their very high expectations.

Brand Engagement Trends for 2015

When it comes to trends and the future, there are three kinds of marketers. Those who let it happen. Those who make it happen. And those who wonder what happened!