KFC’s Spinning AroundBrand360 Logo-150brand360-logo-bluewhite-150KFC’s Spinning Around
  • SME GRANT
  • WHAT WE DO
    • Brand Design
    • Brand Strategy
    • Marketing
  • WE ARE BRAND360
  • OUR CLIENTS
  • RESOURCES
  • WORKSHOPS
    • Personal Branding Workshop
    • Brand Storytelling Workshop
    • Brand Strategy Workshop
    • Digital Marketing Workshop
  • CONTACT US
✕

KFC’s Spinning Around

Changing your brand slogan like KFC

Does changing your brand slogan make any difference?
It’s been around for 50 years and three generations in my house know about it. Heck, we’re almost convinced it’s “finger lickin’ good”. So what prompted KFC to drop its 50-year-old brand slogan and come up with the totally bland “So Good”?
Well, apparently KFC had another slogan … Unthink. Wha? Since when? And it’s a slogan for fast food chicken? Could’ve fooled me. And when they checked with their consumers, they found that “only 2 percent of respondents associate the Unthink slogan with the KFC brand, while its former long-time tagline ‘finger lickin’ good’ came to mind for 45 percent of respondents.”
So now they’re taking their consumers for another spin … changing their slogan to play on their 50 year-old claim but in an updated, more generic way. Apparently, finger lickin’ good is very ‘food centric’. So the fast food chain decided to move away from its emphasis on food, and its more generic tagline will make its consumers think of its people and its community.
If they’d asked me, I’d tell KFC that before they want to shift the emphasis from their chooks to their staff, they should make sure that their people are friendly, informed and fast. As they should be. Not sleepy, blur and slow. As they are right now.
I actually rather like their flash fried, artery-choking chicken. Hey, it’s fast food … what are you expecting, Cilantro foie gras? So if KFC wants to take my mind off their chicken and include their people into the spotlight, they better be up to the mark. They would have to better infuse their people with the KFC culture and ethics. Changing your brand slogan should be the culmination of changing internal culture and processes. And the brand had better be doing more to convince us that their people and community deserve our attention. Otherwise, it’s just another cosmetic change that would not make any difference.
Just ask any consumer.

Related posts

November 8, 2021

Squid Game Hype: 7 Ways Brands Create Effective Content Marketing in Malaysia


Read more
May 20, 2021

Upgrade Your Brand Partnership Strategy Like Joey Mattress 😎 (Part 3)


Read more
May 12, 2021

Supercharge Your Brand Partnership Strategy Like Joey Mattress 😎 (Part 2)


Read more
Share
Subscribe to our newsletter for social resources
Name
Email address

Step By Step Guides

  • 0
    Christmas Marketing Campaign for Malaysian Businesses: A Complete Guide
    December 7, 2020
  • 0
    13 Killer Social Media Content Ideas to Engage Your Audience: The Ultimate Guide
    October 30, 2020
  • 0
    Planning An Influencer Marketing Strategy: A Step-by-Step Guide
    October 22, 2020
  • 0
    How to Develop A Brand Repositioning Strategy in Malaysia (Including 4 Brand Examples)
    November 11, 2019
  • 0
    Understanding Your Target Audience in Malaysia: An Essential Guide
    May 26, 2019
KFC’s Spinning Around

We are in the business of helping build real and enduring value for brands through insight, strategy and marketing. We out-think your competition, not out-spend them.
Tel: +6 (0) 3 6272 3299
Email: hello[@]brand360.com.my
 

Privacy Policy | Security Policy | Disclaimer

Recent Posts

  • 10 Ways Blogging Benefits Your Business in Brand Building
  • Squid Game Hype: 7 Ways Brands Create Effective Content Marketing in Malaysia
  • Brand360 Wins Best Website Design Award by Design Rush
  • The Right Choice: 7 Reasons to Apply for SME Digitalisation Grant
  • How To Build A Brand Strategy For Manufacturing Brands From Scratch 🧑‍🏭🏭
✕
© 2022 Brand 360 Degree Sdn Bhd 200701034906 (792935U). All Rights Reserved.