Monday, May 20, 2019

The Why’s & How’s of Sports Fan Loyalty

Sports – teams and leagues – are just like brands. 

And with deep respect to Yogi Berra, he was mistaken when he said, “Baseball is 90% mental and the other half is physical.”  

No, no, not that it was one of his classic “Berra-isms.” It turns out, loyalty to baseball (and football, basketball, and hockey) is actually 70% emotional and 30% rational.

There are emotional and rational loyalty and engagement drivers that sway fans’ attention, time, thoughts, and viewership – even command fans’ decisions to buy (and wear) particular jerseys, hats, scarves, or logos (locations varied and unspecified).

Mr. Berra was right when he said, “You can observe a lot by just watching,” which Brand Keys has been doing for 27 years when it comes to sports fan loyalty. 

So, we invite you to listen to Robert Passikoff, founder and president of Brand Keys, and Mike Giambattista, Editor-in-Chief at The Wise Marketer, as they discuss some observations around “Sports League Loyalty.

Because it turns out, it is just like Yogi said, “If the people don’t want to come out to the ballpark, nobody’s going to stop them!”


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, May 06, 2019

What’s Retail’s Most Inclusive Holiday?

Answer: Mother’s Day.

Mother’s Day has come to encompass a broader spectrum of relationships, connections, and emotional bonds. It’s becomes a widespread, collective celebration. 

The holiday celebrant-range includes everyone! Moms, wives, step-moms, female relatives and friends, divorced parents, single-parents, same-sex and civil union households. It crosses every cultural, ethnic, and religious border, making it the most inclusive holiday on the calendar.

The increase in who is now a “qualified participant” in Mother’s Day has its roots in demographic change. But interestingly, it also tracks with the women’s rights movement. It has become a celebration of women, whether they hold the official title of “Mom” or not. For that reason, Mother’s Day has become both a retailers’ dream – and opportunity!

Want to see how celebrants are planning to honor that special woman in their lives? We invite you to read Tanya Gazdik’s Marketing Daily column, “Mother’s Day Spending Predicted To Be Up 4%.

My son once remarked that Mother’s Day shopping was hard because she deserved a diamond and he only had enough money for a candle!

Don’t worry. She’s going to love whatever you get her!



Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.