McDonald’s Brand Struggle

McDonald’s is one of the most recognizable names in the world. Starting out as a simple hamburger joint, the chain now boasts more than 36,000 restaurants and serves approximately 69 million customers daily around the world. It has been tempting customers with Happy Meals, Big Macs, Chicken McNuggets, and other favorites for over 60 years. Known for its fast service and low cost meals, McDonald’s often tops the list of most successful fast food restaurants. However, McDonald’s is now experiencing competition like it never has before.

For the first time in a decade, McDonald’s experienced a decline in sales in 2014. For 2015, the chain continued to struggle to increase sales. While the third quarter and fourth quarters of 2015 show a slight increase in sales, the chain faces continuing challenges of keeping up with its competition and the changing tastes of its customers.

For these reasons, McDonald’s has been experimenting with various menu changes. One of its most successful changes seems to be the all-day breakfast option. Also, to appease customers who worry about treating animals humanely, the company promises to switch to antibiotic-free chicken over the next two years and cage-free eggs over the next decade. In addition, the chain will focus on offering milk products that come from cows that have not been treated with artificial growth hormones.

In recent years, McDonald’s began to offer more café choices, in the hopes of attracting customers away from Starbucks. While McDonald’s café choices have become popular, the drinks take more time, costing the restaurant one of its most valued benefits: fast service. Further, focusing on its beverage offerings has not proved beneficial as many customers didn’t go to McDonald’s for their drinks in the first place. Therefore, the inevitable decline in sales is happening.

Along with some food and beverage changes, the chain has been changing its appearance. Its restaurants are being refurbished to look more attractive, contemporary, and inviting. By changing its appearance and offering Wi-Fi and higher-end products, the chain hopes to lure customers that normally do not go to the fast food restaurant.

Despite all of its changes, McDonald’s still struggles to keep up with new restaurants that offer more organic and fresher ingredients, such as Chipotle and Panera Bread. It is a challenge to keep the image and products that made the restaurant so popular in the first place, while trying to appeal to different generations. However, it is evident that McDonald’s is willing to try new things to find the happy medium.

Like all brands, no matter how popular, changes must take place in order to keep value. Brands must appeal to their audience and keep pace with consumer tastes. Otherwise, consumers become bored and dissatisfied, making the brand value decline. With McDonald’s willingness to make changes, it is likely the chain will regain a positive sales outcome. However, it could take some time. In the meantime, it will be interesting to see all of the new offerings and changes McDonald’s makes to get there.

Pellegrino & Associates Influences IP Valuation Industry

Determining who to hire for any type of service can be a daunting task. This is especially true for valuations because conducting valuations is a non-exact science. However, IP valuation firms with the expertise and proper methodology can provide credible valuations that stand up in a courtroom and make good business sense. While a number of IP valuation firms exist, the following explains why P&A should be at the top of your list.

Since the founding of Pellegrino & Associates (P&A) more than a decade ago, we continue to set standards for the IP valuation industry. We bring excellent services, sound expertise, and a strong position to the industry. We have worked on a variety of valuation engagements numbering more than 300 for more than 200 clients, ranging from Fortune 100 companies like IBM, GE, State Farm, Liberty Mutual, American Express, and Lockheed Martin to startups. Judges, attorneys, and government entities such as the IRS and the SEC have widely accepted our work product. Courts at the state and federal level, tax jurisdictions, and arbitration panels have accepted our work for issues including bankruptcy valuations, estate tax valuations, copyright infringement claims, trade secret misappropriation claims, patent infringement claims, breach of contract claims, and others. One North Carolina court stated that our P&A’s work is “clearly in the mainstream of IP valuation methodologies” and that our qualifications were “outstanding.”

Our company experience positions us as a market leader in intangible asset valuation. We offer first and second editions of BVR’s Guide to Intellectual Property Valuation, written by our company president. To date, we have sold more than 700 books to a variety of customers including attorneys, tech transfer officers, business valuation firms, competing IP valuation firms, and more. In addition, our finance- and software-related articles appear in internationally and nationally recognized outlets, such as IAM Magazine, CFO Magazine,,, and others. We have taught thousands of people about valuations. Various venues around the globe, including law firms, universities, accounting firms, appraisal firms, valuation firms, state bar associations, and other organizations, frequently request our expertise at speaking engagements regarding intangible asset valuations and the tax effects of embedded application software and intellectual property. Some of the venues include the following:

  • Professional societies: American Society of Appraisers, the Canadian Institute of Chartered Business Valuators, The Association for University Technology Managers, Indiana Continuing Legal Education Forum, the Oregon State Bar Association, and state CPA societies from Florida, Maryland, New York, and Ohio.
  • Government agencies: The National Institutes of Health, The Malaysian Government, the Malaysian Patent Office, and the International Visitor Leadership Program, which was part of the United States Department of State
  • Others: Purdue University, the University of Illinois School of Law, the Indiana University School of Law, the Indiana University School of Informatics, Georgetown University Law Center, TEDx, the Management Roundtable, and Business Valuation Resources

In addition to speaking engagements, we teach webinars regarding valuation and related topics. To date, students number more than 1,200 and include those across most major economic analysis firms, the IRS, financial institutions, and others. For instance, students come from Charles River Associates, Stout Risius Ross, Inc., Wells Fargo, Deloitte, Ernst & Young, JP Morgan Chase, KPMG, and PriceWaterhouseCoopers. We have also taught scores of technology transfer and IP managers from the likes of Baxter Healthcare, John Deere, DSM, Harley Davidson, Novelis, Johnson & Johnson, Pepsi, Nestle, Alcoa, Dow, Georgia-Pacific, Kimberly-Clark Corporation, Kraft Foods, Celanese, SC Johnson, Altria, AB Inbev, James Hardie Building Products, Avery Dennison, Vale, Exxon Mobil, United Health Group, General Electric, FedEx, The Hershey Company, and Baxa Corporation among others.

We have taught on IP valuation to officials from the governments of Brazil, Azerbaijan, Estonia, Thailand, Guatemala, and New Zealand on behalf of the U.S. State Department. We have counseled and testified before legislators about valuation issues.

In addition to our valuation expertise, our president has developed a state-of-the-art patent analytics tool that provides key insights and intelligence into the patent landscape. This system removes information asymmetry rampant in the patent marketplace by consolidating millions of disparate records into a user-friendly database.

As you can see, we have the experience, the knowledge, the ambition, and the credibility to serve the most challenging IP valuation needs. Contact us today to learn more about our firm!

Four Ways Brands Maintain Value

Brands provide recognition and perceptions about particular products or companies. For instance, we know where we can buy a Big Mac. We also expect that Big Mac to taste nearly identical to a previous Big Mac we’ve had at a different location. With brands, we want a certain quality and guarantee that meets our expectations based on previous experiences or advertisements. Therefore, brands play a big role in value for a product or company. Most people can immediately name well-known brands, such as McDonald’s, Apple, Toyota, and more. While becoming recognized is a big feat in the brand world, the work does not stop there. Brands must work diligently to maintain their value once they become popular. The following are four ways brands maintain value.

1. Provide consistency and/or improvements. Brands that remain consistent with their products or make improvements to their products provide a bigger guarantee to their consumers. Therefore, when products meet consumer expectations, the more likely consumers will return to that brand for future purchases. Consumers begin to trust them.

2. Advertise aggressively. Advertising plays a tremendous role in brand recognition. Constant exposure and aggressive advertising methods keep brands at the forefront of consumer minds. Therefore, when the time comes to buy a particular product, consumers are likely to search for those brands that they’ve heard about. This is why companies pay big bucks on their advertising efforts. For instance, the smartphone industry is extremely competitive. Thus, they spend tremendous amounts of money on creative advertisements. According to Kantar Media, the top seven smartphone companies spent $1.3 billion in advertising efforts in 2013.

3. Tailor to consumer tastes. While being consistent is an important brand trait, brands must be able to conform to changes in consumer tastes. For instance, many Americans who seek healthier eating habits may forego fast food chains. In order to retain or interest more health-conscious consumers, fast food chains have begun to add healthier alternatives to their menus while still keeping their signature menu items.

4. Respond well to adversity. At times, brands suffer from unfortunate experiences. Unfortunately, this happens often in the food industry. Those who survive are those who respond well to adversity. For instance, in 2011, Taco Bell had to defend its meat product after accusations that it was being less than truthful about the contents. Taco Bell responded by threatening to countersue. It also launched an ad campaign that mocked the lawsuit. In addition, the company defended itself by posting YouTube videos and listing its ingredients on its website. Despite all of these efforts, sales continued to decrease. In the meantime, Taco Bell redirected its focus and partnered with Frito-Lay to offer a Dorito-flavored taco, using the same meat product called into question. Within ten weeks, the company had sold more than 10 million Dorito-flavored tacos, which was the most sold product in its history. This more than made up for the lost sales that resulted in the accusation.

As you can see, brands must continue to work to maintain value. It’s not enough to become widely recognized. Changes, improvements, consistency, and quick thinking are just a few of the ways these brands maintain their value. It can be tough work!

Spokespersons Prove Risky for Company/Brand Image

Companies sometimes use spokespersons to promote a product. They often choose a well-known or famous person that exudes good and moral behavior. Typically, a celebrity or athlete who is often in the limelight captures a wide audience. The audience begins to feel as if they know a specific spokesperson, which translates into a form of trust. If a celebrity is promoting a product, then fans of that celebrity will likely try that product based on the trust factor. However, spokespersons sometimes prove risky for companies.

Spokespersons prove risky at times for companies because companies rely on those spokespersons to represent a product or brand. But the human factor plays a big role. Spokespersons are in the public eye and must maintain good standing with the public at large. When spokespersons lose good standing, then the public often associates any indiscretion with products or brands that spokespersons try to promote.

Indiscretions include all kinds of human behavior including profanity; voicing opinions that go against the public norm; physical, sexual, and substance abuse; and any other form of misconduct deemed inappropriate in the eyes of society. Some notable spokespersons who lost big endorsement deals include Paula Deen, Tiger Woods, Lance Armstrong, Kate Moss, Michael Phelps, and most recently, Jared Fogle with Subway.

In all cases, the companies using these celebrities as spokespersons dropped them in an instant. As they should. If they didn’t, they would receive major backlash from consumers for promoting misconduct. Or at least that is how many people would perceive it. In return, consumers would not buy products or brands because they would associate the misconduct with the company who owns the products or brands.

In many cases, companies use spokespersons for a short time. However, Jared Fogle was the face of Subway for 15 years. While he did not play as prominent of a role in the later years, his role was profound. In fact, Subway’s sales more than tripled during the years Fogle was the spokesperson, increasing from $3.1 billion in 1998 to $11.9 billion in 2014. Subway is likely to rebound, but it may lose some consumers for life based on their perceptions that Subway may not have done a good enough job to ensure their spokesperson was in good standing, especially due to the nature of Fogle’s indiscretion. Further, it can take a company tremendous time, publicity, and even expenses to reassure consumers that a spokesperson’s behavior is separate from the company. All of this does not include the embarrassment factor over the negative publicity. In such cases, companies have to work even harder to find another way to promote themselves in a creative and positive way.

While spokespersons can provide great value in the promotion of products and brands, they can still prove to be a risky endeavor. Companies that create their own spokespersons, such as the Little Caesars pizza man and Geico’s gecko, are less likely to risk human behavioral issues that reflect negatively on a company. But for some consumers, these types of spokespersons may not be taken seriously. These are issues companies must consider when using spokespersons to promote products or brands.

Patent Analysis Platforms Contain Key Data

In recent years, a variety of patent analysis platforms have entered the market. These platforms contain patent data that could provide the answers to many business dilemmas. While market information is publicly available, it often takes insurmountable time to find each valuable piece of information. This is where patent analysis platforms come in handy.

Patent analysis platforms provide data in one place. This is a huge benefit because it saves time and energy in conducting research just to locate data. But more importantly, the information contained in patent analysis platforms reveals current trends and changes in market activity. For instance, IP Software’s platform ipAnalytx provides a number of metrics of interest that help identify important market activity. Here’s a look at seven important metrics that ipAnalytx provides.

  • Grant activity – Rate of change in grants indicates current/historic market significance.
  • Application activity – Rate of change in applications indicates current/future market significance.
  • Application/grant ratio – The application/grant ratio provides evidence of market significance over time. It indicates whether innovation pace is slowing or gaining traction.
  • Patent priority – Patent priority is based on a date. Those with earlier dates might exhibit a greater degree of novelty and be more foundational in nature. Those with later dates might exhibit a lesser degree of novelty and be more incremental in nature.
  • Citation activity – Patent citations are references to other granted patents or published applications. Highly cited patents generate great market interest.
  • Transaction activity – Transaction activity indicates possible buyers/sellers for a given technology. It also indicates active interest and market relevance in related technologies.
  • Maintenance rates – Patents are only enforceable when maintained. Maintenance rates can inform on economic lives of assets.

These are just seven of the metrics that ipAnalytx offers. However, among these metrics alone, a user can determine the rate at which innovations are faring in a given class, which patents have the most citations, who is buying or selling, who is applying for patents and in which class, and so much more. To learn more about ipAnalytx, contact a representative at 317.569.1313.

Top Four Reasons to Consider Market-Derived Data

The market reveals a lot about the business world. It gives key indications on which areas to pursue, which areas to avoid, who may be interested in buying or selling, and so much more. Therefore, using market-derived patent data can help companies outperform their competitors and make wise business decisions.

As already mentioned, market-derived patent data can reveal a lot of information that can help businesses make good decisions. Paying particular attention to market-derived patent data is a good idea for a variety of reasons.

1. Innovations. Key innovations typically rely on patents. For instance, pharmaceutical companies rely heavily on patents. In fact, the most valuable patent in history was for Pfizer’s cholesterol-reducing drug Lipitor. History also indicates when patents expire in the pharmaceutical industry, revenue and market position drop considerably. As a result, companies have to make up for patent losses in a variety of other ways (e.g., introducing new drugs, decreasing workforce, and others). Learning about patents active in the market gives key indication on the types of innovation entering the market and holding most interest.
2. Available information. Market-derived patent data is publicly available. Because market-derived data is within reach and reveals so much about market opportunities, businesses that take advantage of such information are better armed to make quick business decisions and adjustments than those that guess or go blindly into the market. While most businesses do their homework before entering the market, keeping up with the market can help businesses stay on track.
3. Authoritative data. In the United States, patent data is published by the government via the USPTO. The government requires that applicants follow specific USPTO protocol. Therefore, data is trustworthy and follows specific standards that make it consistent and valid.
4. Data trends. By analyzing market-derived patent data, businesses can understand a variety of trends that help provide strategic direction. For instance, a decrease in patent grants for a given patent class indicates that interest may be waning. Focusing on patent classes with more interest may prove more beneficial, yet can also be more competitive.

As you can see, there are good reasons to consider market-derived patent data. Analyzing this data can help businesses determine the appropriate path for success. They can decide whether to pursue a particular innovation based on market interest or redirect their ideas based on the market’s lack of interest. They can use this data to predict future market acceptance and learn what their competitors are pursuing. They can make many decisions based on market activity.

Recall Affects Value for Blue Bell

One of the biggest nightmares for a company is a recall—especially when a product causes injury or death to consumers. However, a recall can happen to the best of brands. In fact, it already has for many popular brands. For instance, in 1982 Johnson & Johnson recalled 31 million units of its Extra Strength Tylenol after seven people died from tampered pills laced with cyanide. Firestone recalled more than six milliontires in 2000 due to tire failures, which were linked to 46 deaths. In 2009, the Peanut Corporation of America recalled more than 3,000 products because of salmonella, causing nine deaths and more than 700 infections. This year, Blue Bell recalled all of its products due to listeria cases that caused three deaths.

Recalls create a nightmare for companies, and inevitably cause a loss in value. They are expensive and can ruin the reputation of a company for many years after the recall. Since a company’s value relies upon a company’s reputation, product recalls can damage a company’s reputation enough to cause the business to fold. Companies that have strong brand recognition reap several benefits such as lower sales and marketing costs, greater revenues, and greater market share or faster market adoption. Consumers trust brands. However, when that trust is broken, the brand suffers and loses all the benefits associated with positive brand recognition. Because consumers often associate good products and brand recognition with trust, a recall can damage the trust consumers have for that company and its products.

While recalls can be catastrophic, companies have proven that they can overcome them. For instance, Tylenol experienced two major recalls, one in 1982 and one in 2010. Yet the brand is still being sold today. However, it takes deep pockets and hard work to regain consumer trust. In fact, Ernst & Young reports that recalls due to a threat to health and safety cost at least $30 million. Luckily for Johnson & Johnson, as a $74 billion company, it has the ability to combat expenses associated with negative publicity and recalls. Furthermore, it has other products to fall back on.

Such is not the case for Blue Bell. In March, Blue Bell recalled a number of its 3 oz. ice cream cups due to a positive test for listeria. However, this recall expanded in April when the company recalled all of its products, which is about 8 million gallons. While recalls occur, it’s rare that a company has to recall all of its products. This makes it even tougher for Blue Bell than most companies to recover. The company doesn’t have other products to fall back on that would help it bring in revenue as it tries to fix the issue. But its woes don’t stop there. In May, a government report indicated that Blue Bell’s Oklahoma plant was cited 16 times for positive listeria tests in 2013. The report lists a number of unsanitary conditions that contributed to the listeria outbreak, and implies that the company knew about the issue for quite some time, but took no action to rectify it. This report alone may be more damaging than the recalls.

Consumers may be leery about a company’s products for a while in the event of a recall. But overtime, if the company makes the right moves, consumers may instill trust again. However, Blue Bell may struggle because it went from bad to worse in a few months. The costs keep mounting with each negative public announcement regarding the recall.

For more than a century, Blue Bell maintained a strong reputation and boasted third highest sales among ice cream brands in the nation. Is its reputation enough to overcome one of the biggest recalls in history?

Social Media Posts Create Great Visibility, Increase Value

Social media has plenty of marketing power. But it is especially useful when ideas go viral. The biggest sensation to go viral this year so far was a simple post of a dress. A lady’s post on Tumbler went viral as she tried to end a debate on whether a dress was white and gold or blue and black. Known as The Great Dress Debate, this simple quest for an answer became a social media craze. Another example of a social media craze was a fundraiser that intrigued the entire nation last year—the Ice Bucket Challenge. The challenge involved pouring a bucket of ice water on someone’s head in order to raise awareness and money for ALS (Lou Gehrig’s Disease).

While short-lived, both of these examples show how quickly a simple post can reach millions of people through social media channels. In fact, by early September 2014, more than two million videos of the Ice Bucket Challenge surfaced on Facebook, with 28 million people commenting, liking, or uploading the challenge. Instagram also had3.7 million uploads of the challenge. Within just two days, the dress post received 73 million views on Tumblr. And these are just a few of the numbers.

In both instances, viewers could participate, making the posts more appealing. Viewers debated amongst one another over the color of the dress and challenged friends to the Ice Bucket Challenge. Even celebrities and companies decided to play along. Celebrities such as Justin Bieber, Tom Cruise, Justin Timberlake, Lady Gaga, Bill Gates, and so many more participated in the Ice Bucket Challenge. Companies such as Pillsbury, Old Spice, Samsung, and KFC produced commercials referring to the Ice Bucket Challenge. And for the dress debate, Julianne Moore, James Franco, Taylor Swift, and numerous other celebrities commented on the dress color. Companies used the dress debate as an opportunity to get free visibility by referring to their own brand colors. Some brands involved in the debate included: Coca-Cola, Duracell, Coors Light, Hellmann’s, AT&T, Dominoes, American Airlines, Tide, Play-Doh, Oreo, Dunkin’ Donuts, and many more. The debate was such a national sensation that discussions made their way on talk shows such as The Ellen Degeneres Show and The Tonight Show With Jimmy Fallon.

According to the 2013 Social Media Marketing Industry Report produced by Social Media Examiner, the number one reason marketers use social media is to increase exposure. This reason supersedes others such as improve sales, provide market insight, generate leads, and others. While these viral posts had nothing to do with celebrity status or company success, it gave both companies and celebrities the ability to become more visible. It also made them seem more accessible because they were participating in the same events as the rest of the population. By capitalizing on social media posts, companies and celebrities can make a real connection with consumers, and at no or little cost. The more visible celebrities or companies, the more valuable they become.

Identifying Target Audience Key in Advertising Value

The Super Bowl presents a dream advertising opportunity in terms of exposure. Each year the number of Super Bowl viewers continues to climb, with this year’s Super Bowl drawing the most with more than 114 million viewers. For many people, part of the Super Bowl attraction is the commercials—one of the few times that people enjoy commercials. This is why some companies save their best creative ideas specifically for the Super Bowl. Viewers especially like humorous and inventive commercials because the Super Bowl provides a fun environment. Football fans spend weeks planning for their parties to watch the biggest football game of the year. Therefore, when a sober commercial airs, it deflates a festive atmosphere.

This is what happened when Nationwide’s commercial centered around the death of a child aired. Dubbed as one of the worst and most depressing commercials in Super Bowl history, Nationwide’s child safety commercial did not evoke a positive response. In fact, the backlash on social media was fast, fierce, and bountiful. However, even though the Super Bowl crowd didn’t like the commercial, sometimes negative publicity can still build recognition. After all, Nationwide’s commercial sparked conversations around the nation, even if the conversations were based on frustration that the commercial ruined the party atmosphere. Because of the commercial, the Nationwide brand surfaced everywhere through conversations, social media, news broadcasts, and others.

Yet, in Nationwide’s case, the negative publicity may have hurt the company’s brand image. Two weeks after the commercial aired, the company’s brand advocacy dropped significantly by 38 percent. While negative publicity can sometimes garner attention, when the negativity evokes personal feelings, the outcome can be harsh. For instance, when a professional athlete receives negative attention for breaking the rules, the incidence may spark anger or disappointment from fans. However, an athlete’s behavior doesn’t personally affect fans. On the other hand, Nationwide’s commercial hit a personal button, especially for people with children. It brought up a circumstance that is a parent’s worst nightmare—one nobody wants to talk about, especially during a “party.” For this reason, Nationwide may have chosen the wrong moment to air its commercial.

Because of the high level of negative attention, Nationwide came out with a statement defending its decision. While the company claims it was trying to raise awareness instead of revenue, spending $6.75 million for a 45-second commercial is a big risk to take for introducing a sober issue and not sell a product. Even if the audience understands the importance of making homes safe for children, the overall tone and timing just rubbed millions of people the wrong way. Viewers often remember Super Bowl ads for their presentation, not so much for their persuasion. Therefore, although Nationwide’s commercial may have captured millions of viewers, getting them to act is harder to accomplish.

While Nationwide was trying to do a good thing, playing its commercial to the Super Bowl audience missed the mark. In fact, the company is debating on whether it will air the commercial again. Nationwide’s commercial may have had better reception at a lower cost if the timing and audience were on target. It is likely that Nationwide will not see big changes in its membership and sales based on this commercial. However, this incidence shows how important the audience is for advertising motives.

Christina Aguilera Masters Value Retention Through Versatility

It’s no secret that celebrities make more money compared to the average person. However, they often pay a big price in return for their fortunes. Their lives, flaws, and mishaps face constant public scrutiny. The life of a celebrity is intense as career pressure and demand can become overwhelming. Some celebrities succumb to the pressure via substance abuse, depression, and more. It becomes especially difficult when a celebrity’s reason for fame starts to falter. For instance, an Oscar winning actress may act in a series of movies that bomb, which begins to discredit her acting ability. Living a celebrity dream is one that is hard to make long lasting. People age. Tastes change. This is why celebrities sometime have to become versatile and find other ways to stay in the limelight to retain their value. Such is the case with many divas including Christina Aguilera.

Many of the divas today face big challenges in the music industry, thanks in part to digital access and streamlining music stations. Singers Jennifer Lopez, Mariah Carey, and Christina Aguilera have all faced lackluster sales with each consecutive album in the last decade. Back in the day, consumers had to buy entire albums; whereas today, they can download one song at low or no cost. Thus, musicians have to make up for lackluster sales in other ways. One of the biggest ways is through concert tours and performances. However, it’s been nearly a decade for Aguilera since her last tour, which was the Back to Basics 2006-2007 tour. Since then, she has produced two other albums, for which sales dropped with each successive album.

Despite Aguilera’s lack of concert tours and poor album sales, she remains worth $130 million according to Celebrity Net Worth. Her secret is her versatility. She is a judge on The Voice, which has an average viewership between 12 and 15 million. She has her own perfume line and has endorsed a variety of products including Pepsi, Coca-Cola, Skechers, Mercedes-Benz, and more. In 2010, she debuted as lead actress in her first movie Burlesque. In 2009, she became a spokesperson for World Hunger Relief. In addition, she has supported a host of charities including AIDS Project Los Angeles, Defenders of Wildlife, Red Cross, and many more. For her philanthropic efforts, she was recognized with the NCLR Special Achievement Award. She has also earned a Hollywood Walk of Fame star, six Grammys, the People’s Voice Award, and so much more. But all of these are things that she has done in the past. She has so much more to offer.

Recently, Aguilera showcased a hidden talent by playing “Wheel of Musical Impressions” on the Tonight Show Starring Jimmy Fallon. Aguilera performed musical impressions of Cher, Britney Spears, and Shakira. The performance went viral, with one YouTube version of the clip at more than 27 million views. But this isn’t the first time Aguilera has showcased her ability to impersonate. As a guest on Saturday Night Live, she also did an impression of Kim Cattrall’s Samantha character from Sex and the City. She recently accepted a role in a few episodes on the musical drama television series Nashville. She is also set to produce a television series about Las Vegas entertainers called Hearts and Clubs. In addition, she plans to record a new album. Exposure and surprises like these will keep people talking about Aguilera and her potential for a long time.

It appears that Aguilera isn’t going anywhere but forward. While her music career could use a boost, the fact that she doesn’t give up on her music and tries new things will help her remain marketable. So far, she has become a philanthropic leader, a well-known singer with one of the most powerful voices in music history, an actress, a producer, a host on a highly rated television show, a business owner, and an impersonator. Aguilera’s ability to stay in full view of the public and showcase her many talents helps her retain value.