Archive for the ‘Brand equity’ Category

IHOP decides to kickass on burger chains… say, what?

June 13, 2018

Changing name to IHOB … or are they?
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Just in case you the news got drowned out by the NOKO Summit …

IHOP announced that the company was rebranding … from P is for pancakes to B is for burgers.

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Marketing brilliance or pure folly?

Here’s my take …

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Seriously, is this good marketing?

March 2, 2018

Here’s the answer to yesterday/s question
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Yesterday, we posted that several companies have announced that they are cutting any ties that they had with the NRA.

We argued that the the number of gun owners and NRA-supporters was sufficiently large that the move might backfire.

Well, the first results are in.

Left-leaning Morning Consult polled 2,200 adults and asked them whether they view companies favorably or unfavorably … both before they split with the NRA … and after.

Gotta believe that Morning Consult (MC) expected a groundswell in favor of the companies that ditched the NRA.

To MC’s credit, they published the results … which are exactly the opposite.

Specifically, MC calculated each company’s “net favorability” …  the percentage rating the company favorably, less those who rated the company unfavorably.

All of the companies experienced a drop in net favorability.

The biggest loser: Enterprise Rent-A-Car:

“Enterprise Rent-A-Car’s favorability rating slid from 61% to 50% , while its unfavorability rating jumped from 12% to 25%.

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So, I ask again: “Seriously, is this good marketing.”

Rarely does it pay to tell half of your customers that you don’t want their business.””

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Starbucks brand image takes a hit…

February 27, 2017

And, this time it’s not about higher latte prices.

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According to  Yahoo Finance, channeling a recent YouGov survey …

Starbuck’s brand image has gotten slammed.

The coffee giant’s consumer perception levels – measured by the YouGov BrandIndex — have fallen by two-thirds since late January.

 

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The timing of the drop coincides with CEO Howard Schultz’s response to President Trump’s executive order … the one intended to slow the flow refugees entering the US.

Schultz announced — with great fanfare —  that Starbucks would hire 10,000 refugees worldwide in the next five years.

Take that, Donald!

Err …

Also according to YouGov, 2 days before Starbucks’ announcement, 30% of consumers said they’d consider buying from Starbucks the next time they were craving coffee.

Now, the percentage is down to 24%.

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What’s going on?

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What has 8 legs and 6 wings?

June 2, 2015

Answer: Definitely not a Kentucky Fried Chicken.

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When I heard a news blurb talking about KFC genetically raising chickens with 8 legs and 6 wings, I bought in.

I figured: smart move.

Kids devour drumsticks and wings are still one of the hottest bar foods around.

My thought: good operations move … improve the “yield” from each chicken.

Turns out that my read wasn’t the story at all …

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