Word: passikoff
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...that 15% of men and women said they would stay home this Valentine's Day, nearly four times as many as in 2008. Consumers also told the company they'd share gifts with fewer friends and family members. "Your great-aunt may not get something this year," says Robert Passikoff, the president of Brand Keys. "You may not give a card to your neighbor. Valentine's Day will go back to resonating with core family and significant others. If you do that, it's easy to save...
...first time in its five years as a public company. In the first quarter, sales dropped 23%, to $44.5 million, and the company lost $20 million. Winning back advertisers will take more than heartfelt pleas from loyal readers. Advertisers are looking for a reinvention of the brand, says Robert Passikoff, president of the consulting-and-research firm Brand Keys. Inside the pages of the company's magazines, that is already happening. With the September issue, Martha Stewart Living will be redesigned to reduce the emphasis on Stewart's name in the title. The back-page spot once occupied...
Consumers, however, seem to have stood by Stewart. Passikoff explains that, while Stewart's image may have been important in marketing the magazine, it isn't essential to sell a rug or a pie plate. In fact, sales of Martha Stewart--brand sheets, towels and dishes through K Mart have risen 6.5% since Stewart's conviction, according to a report by Bear Stearns...
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