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Branding: How KFC Is Trying to Reclaim Its Brand Identity

Guest post by: Dan Janal

Article Overview: It's easy to lose your brand identity. See how KFC lost it and is trying to reclaim it.

Branding: How KFC Is Trying to Reclaim Its Brand Identity

Kids today don’t know who Colonel Sanders Is!

Horrors!

Don’t schools teach kids anything anymore?

I mean how can an entire generation of kids not know the founder of Kentucky Fried Chicken and an icon to many generations of adults?

Well, it is easy, it turns out, to lose your brand.

First step: Drop your brand assets, like the good colonel. If people don’t see him, they won’t get to know him. Repeat for many years and you’ll have young consumers who don’t know and don’t care.

Second Step: Change the image of the colonel from a clearly defined picture to a vague ink drawing that could be anyone. That way the image won’t be distinct and remembered.

Third Step: Change the name of the company from Kentucky Fried Chicken to a bunch of meaningless letters like KFC, which might be a nice segue for the market that remembers you but is completely meaningless and emotionless to the new generation.

There you have it. How to lose your brand in three easy steps!

KFC says it will re-introduce the Colonel in its ads. Let’s see how that goes.

I wonder what Speedy Alka Seltzer, the Jolly Green Giant and Mr Peanut would say.

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Article Tags: brand identity, maketing, publicity



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