Neuromarketing: What the Human Brain Means to Your Campaign

CMO Magazine, October 27, 2009 — The rise of loyalty marketing and consumers shifting to online media has put increasing pressure on traditional ad agencies and broadcasters to deliver measurable ROI to clients.

Advertisers who see consumers TiVo-ing through television ads and downloading their favorite shows for free are demanding real accountability. One of the most compelling arguments for loyalty and database marketing is that you can understand what you get in return for your investment. Agencies and broadcasters are searching frantically for ways to provide that same level of measurable return

Package-Goods Brands Lose Loyalists in Recession†

Study: More Than a Third of Formerly Faithful Consumers Abandoned Crest, Hunt's, PineSol, Tylenol

Advertising Age, June 22, 2009 — Brand loyalty appears to have taken a beating in the recession, at least in package goods. A study from Catalina Marketing and the CMO Council finds that for the average brand, more than half of consumers — 52% — who were highly loyal to certain package-goods brands in 2007 became markedly less so last year.

Brands left to ponder price of loyalty†

Financial Times, June 21, 2009 — Big brands’ best customers have been defecting in droves since the beginning of the US recession, according to a study. By this year, more than half of a typical US brand’s most loyal shoppers in 2007 had switched to rival products.

Marketers Reach Out to Loyal Customers†

As Holidays Near, Retailers Tap Statistical Models, Relying More on Targeted Ads Than on Shotgun Approach

Wall Street Journal, November 26, 2008 — With the critical holiday-sales season at hand, there's a new character joining Santa and his elves on the advertising circuit: the analytics geek.

It's number-crunching time. Marketers, their ad budgets under increased scrutiny amid the economic downturn, are mining their customer databases and reaching out to loyal consumers with targeted ads, instead of relying on the traditional yuletide blitz.

Snack Mentality

New York Times, June 29, 2008 — The popularity of Pirate’s Booty and other snack foods made by Robert’s American Gourmet might be explained in a couple of ways. Maybe it’s the use of more natural and recognizable ingredients, mostly baked instead of fried, at a time when more of us are health-conscious. Maybe it’s the quirky-funny image, centered on cartoony packaging and offbeat names. Or it could be the combination of those qualities with a maverick entrepreneurial story behind the brand — a kind of Ben & Jerry’s appeal.