Need to Rebrand, Adapt or Change? Look no Further than KFC

Kentucky Fried Chicken was founded in 1952 by Colonel (Harland) Sanders though the idea goes back to the 1930's. During the Great Depression Colonel Sanders began selling fried chicken out of his gas station eventually coining the marketing phrase "finger lickin good'. Over the next 40 years the company became famous worldwide with more than 36,000 locations. Two key aspects brought about the name change from one of the world's most recognized fast food names, Kentucky Fried Chicken, to the short KFC acronym.

First and most important is the health food craze that swept the nation dramatically reducing sales for 'fried food' and anything else considered fattening or unhealthy. Health food stores such as Whole Foods sprung up everywhere, consumers began counting calories and the word 'fried' became a bad word. Subtly starting to re-brand Kentucky Fried Chicken to KFC eliminated the instant, in your face reference to unhealthy fried food bypassing the fickle consumer aversion to fried foods partially. Jump to present day and KFC released Kentucky Grilled Chicken making the transition of the fried, unhealthy image to a clean grilled (I.E. healthy) image.

The second reason was a little known move by the State of Kentucky trademarked the state name 'Kentucky' requiring anyone using the word to pay licensing fees. Kentucky Fried Chicken began the re-branding process to KFC within one year of the action and recently worked out and agreement with the State of Kentucky for use of the trademarked word again. Kentucky Fried Chicken saw sales and profits plummet when society changed then adapted and changed to succeed. The change was an active process over several years starting with the simple use of an acronym simultaneous with the longer Kentucky Fried Chicken name for the first few years.

Next came the drop of the longer name using KFC as the primary branding and advertising message followed by the most recent Kentucky Grilled Chicken to complete the transformation to a healthy (or least healthier) fast food experience. A company as large as KFC could not accomplish this overnight, it required years of planning, effort, marketing, branding and consistent messages to the public to change perception. Many people were not even consciously aware of the change yet it happened and now a company doomed to fail as healthy food popularized has emerged as a strong leader once again. The same must happen for businesses today in the challenging economic times. What worked before does not work today, buyers are using social media such as Facebook or LinkedIn to connect with sellers and each other.

No longer are traditional advertising or business models applicable for success, all sellers must adapt to the new terms of buyers in both message and product. Former messages of strength are no longer valid in today's economic times ("xyz builders...building homes since 1940..."). No matter the industry the market has changed and everyone needs to adapt for the change to succeed. If KFC can do it in 109 countries at more than 36,000 locations than any you can do it at your business under your leadership.

Robert 'Dot Com' Jackson
www.BuilderConsulting.com - Building Better Websites since 1995
913-814-8844