It is not a secret (recipe or otherwise) that Kentucky Fried Chicken became KFC to more easily (through truncation in branding) communicate an expanded menu and a healthier approach to fast food. We’ve even wondered whether KFC eventually may bow to an image of the Colonel with no words, as a non-verbal logo, as so many others have… Continue Reading
Which brand do you believe is better equipped to enjoy the benefits of using a non-verbal logo? In other words, which brand can more easily shed the words from the visual identity, in the hopes of joining the ranks of these likely famous non-verbal logos and brand signals? My answer below the jump.
We’ve spent some time here discussing the world-famous Coca-Cola brand. Most recently, David Mitchell wrote about the incredible consistency of the Coca-Cola brand over the past 125 years. A while back Dave Taylor wrote a nice Ode to the Brand of Brands, the King of Cola: Coke. And, let’s not forget my humble suggestion that… Continue Reading
This scene from the Minnesota State Fair reveals how the “About a . . . Foot Long Hot Dog” stand is a “State Fair Taste Tradition. . . .” With respect to the name, I have always believed that the “About a . . .” qualifier is lawyer-driven to avoid false advertising lawsuits if a ruler might… Continue Reading
by Anthony Shore, Operative Words There was a time when a simple, honest name was good enough.‚Ä®‚Ä® Venerable brands like General Electric, Kentucky Fried Chicken, National Biscuit Company and International Business Machines didn’t hide their business name behind metaphors or fuzzy ideas. Each name was a hammer. It delivered one message with brute, blunt force…. Continue Reading
The story of Kentucky Fried Chicken is a fascinating one for certain. Imagine you manage a brand that has "fried" in the name when an entire culture deems that word to be equal to an early death. The meaning of your name has changed, right under your feet. So what do you do? Change… Continue Reading