Archive for the ‘Brand equity’ Category

Shocker: IHOP is staying IHOP.

June 5, 2019

And now, I’ve got a beef with IHOP !

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Last summer. IHOP shocked the world by announcing that they were changing their name from IHOP to IHOB … from P is for pancakes to B is for burgers.

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At the time, we posted: IHOP changing name to IHOB … or are they?

We argued that changing the name chainwide would be pure folly since (1) IHOP is an iconic brand that “owns” the pancake niche. (2) “IHOP” — the name — has “stretchability” … since not all folks are even aware the IHOP “P” stands for pancakes (3)  The battlefield is strewn with the bodies of companies who have tried to do battle with the burger chains (4) Changing a brand name is a very expensive process … it costs a lot to change the signs, menus, letterheads etc.

At the time our bet was that the publicized name change was just a marketing ploy … aimed at generating mucho publicity for the non-pancake part of the menu … for getting more lunch and dinnertime business.

And, we said: If that’s the case, then the headfake is a brilliant marketing move … garnering  a lot of buzz around some new burgers on its menu.

OK, that was then, this is now … so let’s update….

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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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See, Say.   Hear, DO !
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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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