KFC

Discipline

Brand Innovation

“Bulldog has been an amazing thought partner, helping me navigate through the complexities of designing and rolling out a new brand platform for KFC globally. Not only do they help you uncover the fundamental truths of your brand, but they partner with you to articulate them in a concise and contemporary way. Shawn and the team were there every step of the way, I couldn’t have done it without them.”

JENNELLE TILLING, GLOBAL CMO KFC

REPOSITIONING THE ORIGINAL FOR RELEVANCE & GROWTH
Challenge

In order to take this multibillion dollar brand to the next level, the global leadership team recognized the need to develop a global brand platform that could drive a connected, purpose-driven brand expression that would be relevant to all markets, yet flexible enough to allow market specific execution. Bulldog Drummond was hired to help design the journey to develop that brand platform with the global leadership team, key stakeholders and strategic partners around the globe.

Result

We started the process by reviewing research from over twenty countries, interviewing key market leaders from various functions and looking closely at current brand communications. From this we built a current picture of the KFC global brand. After working closely with the global executive leadership team to identify a number of relevant brand territories, we narrowed to one that was rooted in the brand’s heritage as “The Original”. From this territory, we developed global brand values, service principles and pillars to drive KFC’s food, experience design and social responsibility. The Original platform was ultimately designed into a brand toolkit and rolled out globally.

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Innovation is possible anywhere. You just can’t approach it the same way everywhere. #uncommonsense @meghkeaney https://t.co/zD1Sjrfx1c