Robert Passikoff, Brand Keys
Passikoff: "Two mistakes haunt me: Not completing the manuscript of my book sooner and not buying Microsoft in 1986 before it split nine times."
Book: Sun Tzu Was a Sissy by Stanley Bing
Newspaper: The New York Times
Web site: Google
Gadget: Treo 600
Plane ticket: Venice
(CNN) -- Global Office talks to Brand Keys founder and president Robert Passikoff.
Global Office: What are you reading?
Robert Passikoff: Richard Neustadt's Thinking In Time. It provides frameworks for how to practically use real history in day-to-day brand and marketing management.
GO: Who's been your biggest influence?
RP: (1) My wife and two boys, and (2) a pair of Jacks: my PhD dissertation advisor (Jack Debes of Kodak), and Jack Trout (The Father of Positioning).
GO: What's your biggest mistake?
RP: Two haunt me: Not completing the manuscript of my book -- "Predicting Brand Success" -- sooner and not buying Microsoft in 1986 before it split nine times.
GO: Is management an art or a science?
RP: Successful management is a little of each.
GO: What do you reach for on your desk when the fire alarm goes off?
RP: My glasses, autographed Babe Ruth baseball, and Treo 600.
Born: 1948 in New York City, New York.Studied at SUNY, Stony Brook before completing his MA and PhD at Oxford.Taught Junior High School and College (Marymount and NYU).After moving into advertizing, founded Brand Keys, Inc., an international research consultancy specializing in predictive, customer loyalty metrics.Collects first-edition mysteries and autographed baseballs (having just amassed a complete set of the "Team of the Century).
He says: Twenty-first century brand and marketing success will be judged not by what commercials corporations run on the Super Bowl or the final episode of Friends, but by their ability to differentiate their brands. This will be defined by the levels of loyalty they are able to generate and a real ability to track the direction and velocity of customer values . Do that and you virtually guarantee profitability."