Who thought up this one? If this is just a media stunt then I get it (well sort of), but I think it is weird.
Gregg Dedrick, President of KFC went on the record stating that “If there are extraterrestrials in outer space, KFC wants to become their restaurant of choice”. Nice. Is ET market-share something that shareholders bought into?
The folks at KFC seem to be confused as to which elements are problematic with their brand - like redesigning the Colonel's image at every turn in the road. Tinkering with the iconic Colonel Saunders logo has been overdone like a bad batch of popcorn chicken. They tried to get their “bling on” with the Colonel a while back and now he is in an apron. Nice. Just what the Doctor ordered to pump up sales.
The constant refinements are likely unnecessary as KFC needs more focus on the core product given the trans fat concerns, the obesity epidemic and bad dietary habits of the general population. Those are the larger evils to address and tackle. A super-sized logo seen via Google Earth will not resolve anything.
Too much superficial tweaking tends to be a sign of a brand in decline. Cosmetics do not address the things that need attention – it is just putting lipstick on a pig (or chicken in this case).
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