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Advertising Age, July 27, 2009 — Spend and you will get buzz.
That seems to be one takeaway from YouGov's BrandIndex, which compiled daily feedback from thousands of consumers for the first half of the year in order to find out which brands consumers are buzzing about and which brands they're not.
Advertising Age, May 11, 2009 — KFC's grilled-chicken launch was to be the biggest in the chain's history. Now it might also go down as a marketing case study in what not to do.
The story starts with a marketer testing the elasticity of its brand. After all, we all know what the 'F' stands for in KFC, so suddenly insisting the consumer associate the fast feeder with grilled chicken, rather than the Colonel's fried version, was always going to be a stretch.
Wall Street Journal, March 13, 2009 — Until recently, being green was the best way for companies to demonstrate a sense of social responsibility, and for consumers to feel good about their purchases. Healthy food, hybrid cars, energy efficiency — these were the attributes that burnished brands.
But now green is taking a back seat to a new core value — value. Green hasn't gone away, but companies are having to consider their "value" equation to try to serve the millions of consumers who either can't afford premium experiences, or just don't want them anymore.
New York Times, October 24, 2008 — As the year began, consumers started to see a trickle of advertisements that played up brand value rather than attributes like status or prestige. As the economy worsened in the spring and summer, the trickle became a torrent.
Now, as the crisis in finance continues, a veritable tidal wave of ads devoted to saving money is washing over the country.
Marketing textbooks suggest, however, that a focus in the short term on pinching pennies could in the long run have a deleterious effect on the images of brands or products by cheapening them.
Forbes, February 22, 2007 — There are about 75 million Roman Catholics living in the U.S. and KFC has its sights set on their appetites. This week, KFC, owned by Yum! Brands, began selling something in its 5,500 U.S. locations that it's never sold nationally: fish.
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