In this episode, Robert and I discuss Brand Keys' recent research on the qualitative aspects of major sports league loyalty.
To say that Robert Passikoff is a fount of marketing information is a massive understatement - and it also completely misses the point. He, and the company he founded, Brand Keys, have been tracking brand loyalty metrics ever since the concept was invented - which means that he has had his finger on that pulse, and various other marketing metrics for more than 25 years.
I've gotten to know Robert over the past several months as we've done more of these "interviews" on various loyalty topics. He is, as I'm sure you will find, a brilliant raconteur as well as a keen researcher.
Think about Colin Kaepernick and his effect on the NFL franchise. That episode, and the league's response to it, added up to a massive drop in revenues for just about everyone involved. But what was the effect on league loyalty? I'll let Mr. Passikoff explain.
Mike Giambattista is Editor in Chief at The Wise Marketer and is a Certified Loyalty Marketing Professional (CLMP).