Abercrombie and Fitch’s Reverse Endorsement Deal – What a Situation!

By Dan Lavie / August 31, 2011

Mike “The Situation” Sorrentino of “Jersey Shore” fame, has been asked by Abercrombie & Fitch (ANF) to stop wearing their clothes. The company is willing to pay him for this, which makes it a reverse endorsement deal. On August 16, Abercrombie announced their decision to disassociate from The Situation, stating: “We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes but believe this…

How NPS Measures Customer Happiness

By Dan Lavie / August 27, 2011

Companies want to know if their customers like their products and services. Net Promoter Score (NPS) tracks how likely is it that they will recommend the company’s product/service to a friend or colleague, using a 0-10 point scale, and tracking the ratio of “promoters”, “passives” and “detractors”. Promoters are loyal enthusiasts who will keep buying and refer others, fueling growth. They score 9-10. Passives are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. They score 7-8. Detractors are…

How to Tweet – That’s The Question!

By Dan Lavie / August 7, 2011

Is Twitter just for people who can’t shut up? Many tweets are irrelevant, and it takes some digging to get to the good stuff. That way, it’s not any different from looking for a good book. Between shelves of Dan Brown fluff, there are literary gems such as “The Perfume”, “Madame Bovary” and “To Kill A Mockingbird”. Companies (and individuals) can of course choose never to send a tweet into cyberspace. But the problem is that companies will be left…