Branding: How KFC Is Trying to Reclaim Its Brand Identity

Kids today don’t know who Colonel Sanders Is!


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.


Dan Janal, author of "Reporters Are Looking for YOU!" is one of the Founding Fathers of Internet Marketing and Publicity. Many internet marketers credit Dan with helping them build their businesses. A sought-after speaker, he has taught at Berkeley and Stanford, as well as spoken at conferences through the U.S., Canada, Mexico, Brazil, China and Hungary.

In 2001, he founded PR LEADS, one of the most cost-effective publicity leads services, which has been copied by many ot...

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