for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Volkswagen is really disappointing everyone, a new poll confirms.
The embattled German automaker ranked dead last in a poll released today from research firm Brand Keys, which measures how well companies meet customer expectations, otherwise known as emotional engagement. The score, measured out of 100 points, is calculated from a survey taken by 43,000 people to measure how brands “disappointed their own customers.”
Volkswagen is the most unsatisfying brand, with a 29 percent emotional engagement rating. Sales have slumped, and its reputation has been tarnished after admitting last September that it installed “defeat devices” in its vehicles to bypass pollution tests. The brand is now plotting a comeback plan.
Blackberry placed in second (30 percent) for its continuing issues, American Apparel ranked in third place (38 percent) because of mass layoffs and slowing sales and troubled sandwich chain Cosi (39 percent) was in fourth.
Notably, Sports Authority slid to ninth place (50 percent), which announced today it’s liquidating and shuttering all stores, while Whole Foods placed in tenth (53 percent) because of social media gaffes and allegations of price fixing.
The reason why these brands ranked low was because they were unable to meet customers’ needs in a competitive environment where choices surround them. “If a brand performs poorly, consumer displeasure not only shows up on the list but harshly in the marketplace,” Robert Passikoff, Brand Keys’ president said. “And, shortly thereafter, on profit-loss statements.”
More in Marketing
Why Coca-Cola has made World Cup TV ads one part of its sports marketing play
The new Powerade World Cup 2026 campaign takes a 360 approach across social, digital, and traditional TV advertising to maximize impact.
Future of Marketing Briefing: In the age of AI, taste is the new competitive advantage
in a world where the tools are everywhere and the output is indistinguishable, taste is the last thing that actually compounds.
Nike’s Boston Marathon billboard chiding walkers inspires new Asics and Ecco campaigns
After Nike removed a controversial Boston Marathon sign late last week, Asics and Ecco responded with messaging focused on inclusivity and everyday movement.