KFC: Change "subscript" to "Dart" and more

On November 15, 2006, KFC began to change the mark on a global scale. The affable Colonel Sandoz took off the 54-year-old white double-breasted suit and put on a red apron. At the same time, the lines and colors were also Make appropriate adjustments. This is the fifth-generation logo that KFC has launched simultaneously globally. In addition, in conjunction with the rebranding, a brand new 8129 sq. m. Colonel Sandoz logo was unveiled in the desert area of ​​the 51st district of Nevada. KFC immediately became the world’s first to be seen from space. s brand.

In China, when the international big brands have had a "trend," the media will work tirelessly to come and brewing "downs and downs." Undoubtedly, KFC has also become the media's "darling" in this rebranding campaign. It has also enjoyed the media's "preferential treatment" and exclusive media "love". Brand awareness and reputation have once again soared. For a time, KFC’s old past, ambitious goals, strategic intentions, precise tactics, and so on have all become the new targets of media coverage. In other words, after the KFC changed its bid, many media began to intensify their efforts to change the “standard”, which naturally refers to the target of the media’s key reporting. Otherwise, the reader's attention is focused on KFC's "target" to find out what happened. Regardless of KFC's changing media, readers' attention rate will naturally be affected in the short term.

Many media reported in the report that the new logo introduced by KFC for the first time put Colonel Sanders on a "red apron," which represents the traditional cooking tradition of the KFC brand and is intended to inform customers that today's KFC will continue to cook fresh, delicious, high-quality foods for customers in the kitchen just like Colonel Sanders 50 years ago. The media also reported that the KFC restaurant in the Wangjing commercial district in Beijing used the brand-new logo and decoration concept for the first time in China. It not only had a very eye-catching door, but also all visual elements such as restaurant design, advertising, food packaging, staff uniforms, and public goods. All use new logos. The effect of the new logo was quickly communicated through the media. KFC employees will naturally be pleased to see such reports, a "target" has been achieved, and most of them are "free."

Not only that, but KFC’s change of mark also means that it needs to change the “target” or the target of adjustment. Just like its logo, it does not make an out-and-out change, but only “fine-tunes” and makes some tactical adjustments based on the original target. Fast speed to seize the Chinese fast food market. For example, KFC has reduced the initial fee from 8 million to 3 million for the first time, and even dropped to 2 million in some places. As a result, the reduction in initial fee has drastically lowered KFC's threshold, making KFC’s phone call almost defensive. This, of course, was expected by KFC and it was also a good message to cheer up. Because KFC has long claimed that it must not only "base itself on China and integrate into life," but also "change for China and build a new fast food," and gradually integrate into all aspects of the Chinese people, making every effort to become a Chinese lifestyle. Therefore, facing the gradual rise of McDonald's and the gradual rise of China's local fast food brands, KFC must accelerate its pace in China. Many media reported that KFC will use 350 to 400 stores annually. China will develop and it will enter Tibet. Needless to say, this is a major strategic bid change since KFC entered China. The main purpose is to exchange for a new future! This "target" is the key purpose of KFC's bid change.

From another perspective, KFC’s change of mark is to “change the dart” for brand communication and marketing. People all like to pay attention to "change", that is, "fresh things". Immutable things are likely to cause people's visual fatigue, unable to stimulate people's senses, and naturally cannot become "focus." As a result, at the height of its strategy, KFC has changed its global standards. Like other brands, it once again sends new "darts" to the media and consumers to hit the "eyeballs" of the media and consumers and gather the public. His attention has led to the creation of a focus of social attention and the smooth presentation of the brand's strategic intentions and supporting tactics to the community. Of course, KFC’s announcement of strategic intentions and supporting tactics on the basis of changing the standard is like “poisoning” on “darts”. The lethality of “darts” has doubled instantaneously, which has substantially increased the power of “changing the darts” and has received “an arrow”. More carved" effect. This point is well worth learning from Chinese fast food brands.

All in all, the KFC’s rebranding is essentially a change of “standard”. In the course of the operation, it is successful in “changing the dart”, hitting the media, hitting the consumer, and hitting the game to some extent. Competitors, gaining more than one thing and gaining lots of money, are naturally enjoying themselves!