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KFC Plots An Emotional Return To Favour

Speaking in London today yessterday, KFC’s CMO David Timm said KFC has transformed its strategy over the past year after feeling that consumers had lost their relationship with the brand. The business “fell off the edge of a cliff” in 2013 following a consistent period of growth from 2002 to 2012, according to Timm. “All brands go through phases, and bad years in business are a positive thing,” Timm said. “It forces you to reappraise and think about what’s happening in your competitive environment.”

Read the whole story at Marketing Week »

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