the big game brand loyalty test results
TRANSCRIPT
© Copyright 2014. Fidelum Partners. All Rights Reserved.
The Big Game Brand Loyalty Leaders & Laggards
Date: February 3, 2014
Chris Malone
Managing Partner
Donald Crawford
Principal Consultant, Sports & Partnership Marketing
© Copyright 2014. Fidelum Partners. All Rights Reserved.
Research-Based Consulting & Professional Services
CHRIS MALONE is an accomplished marketer and strategic advisor, classically trained at P&G, NBA Properties, NHLPA and Coca-Cola before advancing to CMO roles at ARAMARK and Choice Hotels.
He's an established customer loyalty, strategy thought leader who has appeared recently on:
“This insightful book will cause you to completely rethink your current approach to customer relationships, and that’s a good thing!”
- Tom Long, Chief Executive Officer, MillerCoors
“The HUMAN Brand is a must read for those who want a truly evolved understanding of how to earn loyalty and create lasting relationships with customers. "
- Beth Comstock, Chief Marketing Officer, General Electric
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© Copyright 2014. Fidelum Partners. All Rights Reserved.
Scoring The Big Game Brand Loyalty Results
As detailed in our best-selling book, The HUMAN Brand, we judge and become loyal to brands the same way we do other people – on the basis of their warmth & competence.
We refer to these instantaneous and often subconscious judgments as The LOYALTY Test that guides human behavior and lasting loyalty toward celebrities and brands.
To determine this year’s Big Game Brand Loyalty Leaders & Laggards, our firm conducted LOYALTY Test research with our panel of 7,000 U.S. adults before and after the game.
These celebrities and brands were evaluated:
The findings of our Big Game LOYALTY Test research are detailed in the following pages.
More details are available at LoyaltyTest.com.
Previous Celebrity Loyalty Test Results
Celebrities Brands
• Peyton Manning
• Marshawn Lynch • Russell Wilson • Richard Sherman
• Bruno Mars • Malcolm Smith*
• Butterfingers
• Chobani • Intuit • SodaStream
• Beats by Dr. Dre
* Post Game results only
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Pre-Game Brand Loyalty Research Findings
© Copyright 2014. Fidelum Partners. All Rights Reserved.
57% 61%
32% 27% 25%
63
55
46 50 51
Peyton Manning Bruno Mars Richard Sherman Marshawn Lynch Russell Wilson
Percent Familiar Loyalty Rating on 100 Point Scale
The Big Game Celebrity Loyalty Test – Pre-Game Results
Peyton Manning and Bruno Mars had the strongest brands heading into The Big Game, with much greater public awareness and loyalty than Sherman, Lynch and Wilson.
Surprising, Bruno Mars was familiar to more Americans than Peyton Manning, which shows that while hugely popular, there remain many households who don’t follow the NFL.
It appears that while Richard Sherman had raised his public visibility recently, he did so unfavorably, as the public’s loyalty to him still trailed all other celebrities & brands tested.
Manning & Mars Were the Pre-Game Brand Loyalty Leaders
© Copyright 2014. Fidelum Partners. All Rights Reserved.
82%
59%
48% 43% 41%
65
48
57 55 47
Butterfingers Beats by Dr. Dre Intuit Chobani SodaStream
Percent Familiar Loyalty Rating on 100 Point Scale
The Big Game Brand Loyalty Test – Pre-Game Results
Not surprisingly, Butterfingers had very high pre-game awareness and the strongest customer loyalty of all the brands we tested, but not a lot of upside for improvement.
Beats by Dr. Dre had somewhat greater pre-game awareness than expected, but still had lots of upside in both familiarity and loyalty heading into The Big Game.
While SodaStream trailed other brands, they also had the greatest potential upside, so if their Super Bowl advertising hit the mark, they could be The Big Game’s biggest winner.
A Battle of Brand Awareness Haves and Have Nots
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Post-Game Brand Loyalty Leaders & Laggards
© Copyright 2014. Fidelum Partners. All Rights Reserved.
57% 61%
32% 27% 25%
N/A
64% 63%
37% 32%
36%
14%
Peyton Manning Bruno Mars Richard Sherman Marshawn Lynch Russell Wilson Malcolm Smith*
Pre-Game Familiarity Post-Game Familiarity
The Big Game Celebrity Loyalty Test – Post-Game Results
Despite the large number of players, celebrities and entertainers that performed during the Super Bowl, all those we tested scored meaningful gains in brand awareness.
Russell Wilson and Peyton Manning notched the largest gains, with 11 and 7 point increases respectively.
Despite that we only captured data on Super Bowl MVP Malcolm Smith after The Big Game, it’s clear that his brand familiarity remains very low.
All Our Big Game Celebrities Scored Familiarity Gains
* Post Game results only
© Copyright 2014. Fidelum Partners. All Rights Reserved.
63
55
46 50 51
N/A
57 57
48 52
57
48
Peyton Manning Bruno Mars Richard Sherman Marshawn Lynch Russell Wilson Malcolm Smith*
Pre-Game Admiration Post-Game Admiration
The Big Game Celebrity Loyalty Test – Post-Game Results
Due to his disappointing performance on the field during the Super Bowl, Peyton Manning suffered a significant loss of public admiration following The Big Game.
However, despite failing to earn Super Bowl game MVP honors, Russell Wilson scored the largest gain in public admiration after passing for two TDs with no interceptions.
As a result, Russell Wilson is our Big Game celebrity brand Loyalty Leader, while Peyton Manning becomes a Loyalty Laggard due to his significant decline in admiration.
Manning Falters While Wilson Gains Greater Admiration
* Post Game results only
© Copyright 2014. Fidelum Partners. All Rights Reserved.
Fidel Castro
Vladimir Putin
Rupert Murdoch Donald Trump
Tiger Woods
Charlie Sheen
Gary Busey
Mark Zuckerberg Britney Spears
Dan Quayle Madonna
Tom Brady Joe Biden
Paula Abdul Beyonce Knowles
Peyton Manning Justin Timberlake
Oprah Winfrey Bill Gates
Marshawn Lynch
Russell Wilson
Richard Sherman
Bruno Mars
Malcolm Smith
15
25
35
45
55
65
75
85
30 40 50 60 70 80 90 100
Post-Game Brand Warmth & Competence Ratings
Average Competence Rating
Av
era
ge
Wa
rmth
Ra
tin
g
SYMPATHY & NEGLECT ADMIRATION & LOYALTY
CONTEMPT & REJECTION ENVY & DISTRUST
Manning & Mars Are Among The Celebrity Elite
© Copyright 2014. Fidelum Partners. All Rights Reserved.
82%
59%
48% 43% 41%
83%
60%
48% 44% 43%
Butterfingers Beats by Dr. Dre Intuit Chobani SodaStream
Pre-Game Post-Game
The Big Game Brand Loyalty Test – Post-Game Results
Despite shelling out approximately $4 million for each 30 second Super Bowl ad, none of the brands we tracked scored significant gains in brand familiarity.
As first time advertisers in The Big Game, all of these brands had hoped to score significant gains in brand awareness and familiarity.
Following the game, Butterfingers maintained its strong advantage in brand familiarity over the other brands we tracked.
The Big Game Did Not Alter Advertiser Brand Familiarity
© Copyright 2014. Fidelum Partners. All Rights Reserved.
58
36 44 46 42
61
47 51
42 45
Butterfingers Chobani Intuit Beats by Dr. Dre SodaStream
Pre-Game Loyalty Post-Game Loyalty
The Big Game Brand Loyalty Test – Post-Game Results
Despite a significant pre-game advantage in brand familiarity and loyalty, Butterfingers did not significantly alter its position, though it did notch a slight loyalty gain.
Chobani scored the largest gain in brand loyalty (+11 points), after starting with the weakest pre-game position, making them our Big Game Loyalty Leader.
However, Beats by Dr. Dre suffered a significant decline in brand loyalty following the Super Bowl, making them our Big Game Loyalty Laggard.
Surprising Brand Loyalty Leaders & Laggards
© Copyright 2014. Fidelum Partners. All Rights Reserved.
Advil
AIG
Amazon.com
Amtrak Best Buy
Bank of America
Boys & Girls Clubs
BP
Burger King
Campbell's
Cartier Citibank
Coca Cola
Disabled American Veterans
Exxon
Ford
Goldman Sachs
Gucci
Habitat for Humanity
Hershey's
Honda
Johnson & Johnson
JPMorganChase
Macy's
Marlboro
McDonald's
Mercedes
Minute Maid
Morgan Stanley
Chobani
Porsche
Public Transport
Rolex Rolls Royce
Sears
Shell Intuit
The Humane Society
The Salvation Army
Toyota
Travelers Insurance
Tropicana
Tylenol USPS
VA Hospitals
Wal-Mart
Zappos.com
Sodastream
Butterfingers
Beats by Dr/ Dre
30
40
50
60
70
80
90
50 55 60 65 70 75 80 85 90
Ave
rag
e W
arm
th R
ati
ng
Average Competence Rating
Post-Game Brand Warmth & Competence Ratings
SYMPATHY & NEGLECT ADMIRATION & LOYALTY
CONTEMPT & REJECTION ENVY & DISTRUST
Our Big Game Contenders Trail America’s Elite Brands
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For More Information:
Visit: www.fidelum.com
or contact
Jill Totenberg [email protected] (917) 697-6900
Chris Malone [email protected] (484) 802-1059