Monday, May 9, 2016

Excuse Me. Forgetting Something?


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.