Stupid Brand Tricks
I’ve previously written about KFC’s slimmer, trimmer “hip” logo. But that’s not all! The KFC marketing juggernaut just keeps rolling along! You can now see the dead white guy from space. And, this sells more chicken how? Is E.T. coming to visit? Do aliens like chicken?
Yes, I’m channeling my inner snarkster today. But, really. KFC blows dinero on this - when there is so much good work that could be done with the money? It could be spent on programs that would be both good marketing and good for communities. What if - instead of this honkin’ ego stroke - KFC spent the money on a scholarship program for inner-city kids that want to learn how to cook for a living? And, then had an internship program for them? KFC has many locations in inner cities, so it would be a great fit, great PR for them, and great for the kids.
And, marketers wonder why people point and laugh when we tell them what we do…sigh.
Update: Following Glenn’s suggestion below, I visited KFC’s web site to find contact info. And, there is a detailed explanation of the logo in their press release. Here’s a bit of the PR:
The new logo depicts Colonel Sanders with his signature string tie, but for the first time, replaces his classic white, double-breasted suit with a red apron. The apron symbolizes the home-style culinary heritage of the brand and reminds customers that KFC is always in the kitchen cooking delicious, high-quality, freshly prepared chicken by hand, just the way Colonel Sanders did 50 years ago.
“The Colonel is truly a global icon and we want everyone in the universe to see KFC’s new look of the future,” said Gregg Dedrick, president of KFC Corp. “KFC is boldly going where no brand has gone before as Colonel Sanders takes one small step for humankind, but one giant leap for fried chicken.”
I appreciate how hard it is to market a mature brand, really, I do. But, I think KFC is trying just a bit too hard here. And, thank you, Mr. Dedrick! I’d hoped there was other life in the universe! Here’s also hoping they’re humanoid bi-pedal types, with - um - heads. Otherwise, this big ol’ white thing with the homey apron will be very confusing.
Remains to be seen if anyone at KFC contacts me re my suggestion. Stay tuned. Update: Sent an email (the only way I could easily find to contact them) No response as of December 7 (why am I not surprised?)
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November 15th, 2006 at 8:25 am
We’re not just marketers, we’re people who live in the world, and personally, I think KFC is degrading that world. Wasted marketing dollars, wasted resources, and a corporate effort. You’re right on the money.
November 15th, 2006 at 9:41 am
Mary,
Let me get this straight. KFC changes the way they create their major product(to make it healthier) and you don’t see why they would want to change their logo to reflect that new change?
Now, tell your inner snarkster that your idea about scholarships for inner city kids is fantastic. I urge you to contact KFC and suggest it. They may be doing something similar, but if so, I haven’t heard of it.
Not only is it a GREAT idea, but you get at least one blog post out of their response or lack thereof.
I’ll be reading.
Regards,
Glenn
November 15th, 2006 at 9:47 am
Glenn,
I’m all for healthy - but just how does this logo get that across? Will anybody notice? If it has to come with an explanation sheet, it’s pretty useless. I’d bet most people will look at it and see no difference (or won’t care.) The customers will want/look for the taste, the value, the speed and quality of service. (Full disclosure: Back in the day when I still ate such fast foody meat things, I liked KFC’s chicken! And mashed potatoes. Heck, I even liked the cole slaw.)
I’ll get Ms. snarky right on that email to KFC! You’re right - I should put my mouth where my - ur - snark is. We could even kick it off here in Albuquerque.
Thanks for dropping by!
November 15th, 2006 at 10:05 am
[…] Mary Schmidt takes KFC to task on their new logo, which they’ve made the first company logo visible from space. I’ve previously written about KFC’s slimmer, trimmer “hip†logo But that’s not all! The KFC marketing juggernaut just keeps rolling along! You can now see the dead white guy from space. And, this sells more chicken how? Is E.T. coming to visit? Do aliens like chicken? […]
November 15th, 2006 at 11:58 am
On the one hand, their logo stunt has had one desired effect: it has us talking about them.
That said, we’ve got to move beyond the “any press is good press” mentality. On the web, it isn’t. Ask Microsoft about the bloggers like Engadget who have been ripping the Zune. Sure, you might get people talking about your brand, but if their *laughing at it* that’s not a good thing.
Keep it up Mary!
November 15th, 2006 at 12:01 pm
Yeppers. But are we talkin’ with our mouths full (of KFC chicken?) (Bad, bad Mary!)
November 15th, 2006 at 7:02 pm
I’m not a marketing expert, nor do I play one in the blogosphere (updated reference to an old TV ad) but I think Mark’s on to something. Redoing the logo probably doubled the exposure they got.
2 True stories: I used to live in Louisvile and would often see the Colonel at the airport. He wore his trademark white suit, but what you didn’t see on his commercials were the tobacco stains on his beard and his clothes. One day my mother was in a grocery store. She was trying to recall the ingredients to a recipe and without realizing it, was talking out loud to herself as she searched one of the shelves. The colonel, walking past her, made a comment about “crazy women who talk to themselves.” He lost a family of customers right there and gained my mother’s enduring hatred.
Great blog, Mary. I’m a regular.
Regards,
Glenn
November 16th, 2006 at 7:41 am
Mark & Glenn,
Agreed they’re getting exposure - and it’s plastered all over their web site as well. However, I keep going back to: Does their target customer notice or care? And, if so, does it somehow translate into more revenues? “Yep! I saw your press release about the logo from space and decided I just had to drive by for a bucket!”
Glenn, your story is a great example of “you never know who…” You’re standing next to, walking by, cutting off in traffic. Could be a customer (or a former customer in this case.) Also makes me wonder how many customers KFC loses (and never knows it up at the corp. level where they make decisions about logos) due to surly employees, dirty bathrooms, and trashed tables and/or parking lots. Hmmm, maybe I should do a little field research.
November 16th, 2006 at 10:10 am
Mary,
Would this research be conducted around mealtime? And, if you’re going to do THAT kind of research, then I’d suggest some restaurants to benchmark against, such as MOTO in Chicago or Salt LIck in Driftwood, TX.
Glenn
November 16th, 2006 at 11:51 am
Well, if I’m going to road trip it - Add Geronimo’s in Santa Fe, Sonny Bryan’s bbcue in Dallas.
(And, Salt Lick is good, isn’t it?)
November 17th, 2006 at 10:22 am
[…] Stupid Brand Tricks […]
November 28th, 2006 at 1:15 pm
KFC’s exterrestrial advertising stunt is indeed puzzling. This edgy marketing doesn’t make much sense. Obviously the motive isn’t in drawing in customers who happen to drive by this mega-billboard but is in trying to create some sort of viral advertising. In one sense it’s working, since we’re talking about it on Mary’s Blog, but on the other hand I’m not seeing much out there from the consumer blogs. Anyone have any idea how much this gimmick ended up costing KFC?
November 28th, 2006 at 5:36 pm
Chad,
It’s an old-fashioned publicity stunt. No inherent merit or value - just trying to grab a few headllines. And, a logo seen from space may get you a bit of press - but is it going to sell more chicken? Perhaps it would have done so back in the 1950s, 60s when things like satellites were way out of the norm (and the world). But, in 2007, when even us po’ folk have dishes on our roofs, are bombarded via tv, radio. phone and web with all kinds of gimmicks and have about a thousand choices for fast food - nope, nada, nuh-uh.
Good question re how much they spent. Anybody out there know?
December 7th, 2006 at 10:03 am
[…] Here’s an intriguing example from Doc re Tiny Points (and TinyURL.com which David Berlind calls a stealth intention engine.) And, check out his post re the waste involved in advertising. (logos seen from space, anyone?) My Bottom Line Perspective: Marketing, advertising and PR aren’t dead in their present incarnations (yet). But, all three are changing radically in both definition and execution. The successful companies in the Intention Economy will be the ones who realize marketing is everything you do – not just a department, slick brochure, or goofy advertising campaign. Who needs hard copy slicks and dead wood media ads when you have millions already looking for (and finding) you? Will you be ready when they do? Can you communicate (and thus compete) effectively? […]
December 14th, 2006 at 10:07 am
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June 5th, 2007 at 7:26 am
[…] Sadly, this kind of flim-flammery is all too common and even the biggest companies fall for it (See my posts He’s Still An Old Dead White Guy and Stupid Brand Tricks about KFC’s change in logos). But, KFC has some big bucks to blow – I really hate it when I see small businesses get hit by drive-by marketing. For example, when I ask a man for a stack of cards (so I can promote his services to others) and he doesn’t have any…because – well – his marketing guru had to first find a new name for his company…then they’ll get a logo…then they’ll do “web development”…then maybe he’ll get his cards. Hello? Marketing is about communicating so you can form relationships so you can – yes – sell something! Let’s not confuse the “creative process” with the “making money process.” (Do I need to mention that his guru apparently didn’t do a URL search before coming up with a new name for the company? Nahhhh….) […]
October 10th, 2007 at 7:32 am
[…] big companies (sometimes) (1) have more money for marketing, but they waste it just as foolishly (Logos seen from space) as the struggling Mom and Pop who blows $750 a month on a useless Yellow Pages ad. (M&P Tip: […]
October 11th, 2007 at 5:56 pm
[…] Start-Up Success: Break The Clocks! Start-Up Suicide: Fear of Heights YIPPEE! WEB! or yawn, web? Stupid Brand Tricks (Why on earth did KFC decide they needed a logo that can be seen from space?) Are You A Rounding […]