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

Barcode Software

Barcode generator software allows you easily create and print unlimited number of professional quality barcode images. Barcode label design utility easily copy barcodes and paste them into other programs for label creation. Software allows you to customize barcode color, background color, orientations, text and font choices.

Free barcode utility supports useful collection of barcode fonts that includes UCC/EAN 128 as well as a variety of Code 39, UPCE, MSI Plessey, Postnet, Code 11, Code 128, EAN/JANs and more. Barcode generation software facilitates you to print labels with texts, barcodes, images, lines, rectangles and save that created output into commonly used formats such as BMP, JPEG and GIF image format on your computer system. Barcode labeling software can generate its output either by using Barcode printers or normal printers.

Software is commonly used to place barcodes on retail product packaging, including books and music CDs etc.

Generate-barcode.com provides easy, simple and convenient solution to print bar code labels. 2D barcode creator software is the most convenient barcode editor or printer software which can offers its users to fully customize barcode images according to their requirements. Free barcode creator software allows you to generate a fully customized barcode graphic by providing barcode data, encoding type, and output file format. User just click on the Generate Barcode button, and the barcode generator will produce a graphic containing your barcode. Our software features a very easy user interface where the user simply types in the data to encode and click the Save button to generate the barcode image file.

By Articles Directory

Any Project Management in Model Agency?

Our model agency creates new outer clothing models every season. Designers, technologists and modelers have hundreds of models in the design process. The release of new collection must be ready in time.

The production cycle of every model takes several months and consists of more than 50 phases. It is too hard to keep the things going in the right order under trying conditions and what is more to track model creation cycle from one phase to another. Specialists of S&S Company aimed at finding Simple Project Management Solution that would make it possible to receive actual information about all the clothing models (whether they are in the process, ready or awaiting for release). The director opted for IBN Project Suite.

Three main reasons of our choice:
1) IBN is a web-based project software. This fact resolved immediately the problem of remote offices and keeping things under control while business trips;
2) When we started implementation of IBN, the most part of project templates and other development things were kept in the MS Project System. So we were looking for a solution that will help us to use these templates;
3) Well qualified Mediachase support team made it possible to implement the system in less than a month.


IBN implementation resolved two global issues. First of all, it is possible now to get instantly the information concerning current business and amend data if it is required. We appreciate the significance of such an opportunity at its true value: before implementation the error that’d been missed on early phase and discovered in the end caused the necessity to restart the process from the beginning. And that upset work, brought to missed time and resources.

Secondly, production management became simple. Now all the specialists give each other little ToDos within the accepted rules and report about completed work to managers. Until we started using IBN, these tasks were held by managers and took too much time.

How we use IBN in fact:

New project of model design is created on basis of prepared project template with all the tasks, resources and managers in it.

The planned date comes and the project starts automatically: the first task becomes active and goes to resources and a manager. User gives a report on project realization process and closes it.The next task is generated automatically, the cycle repeats.

Project participants attach files with scanned drafts models and discuss project shades within every task.


And what is the result of implementation? The visible cut of time spent on every model release and evident opportunity to enlarge the range of products.