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| Where's the brand name?? |
Sometimes marketers get so wrapped up in the moment, they forget about the basics of branding. Here's a coupon ad for Pizza Hut. It's all about the offers ... to the point that they neglect to mention the brand at all except once in a small logo icon next to the headline. In fact, in the coupons, they use a version of the logo (the stylized "red roof") without a tag line ... or the brand name for that matter.
When a brand moves to a 100% focus on offers and price, it is training the customer to ignore any brand equity that may have been created.
I had the pleasure of working on the Pizza Hut brand when it meant something to consumers. I hope it's not too late to move beyond pure discounting and make the brand mean something again.
