What if?

Could a global brand platform created with the executive leadership team, key stakeholders and strategic partners around the globe lead the next phase of growth for a classic fast food brand?

Results

We reviewed research from over 20 countries, interviewed key market leaders across the globe and looked closely at all current brand communications. From there, we built a current picture of the global KFC brand. After working closely with the global executive leadership team, we narrowed to one brand territory that was rooted in the brand’s heritage as “The Original”. From this territory, we developed global brand values, service principles, a food philosophy and design pillars to drive KFC’s food, customer service, experience design and social responsibility. The “Always Original” brand platform was designed into a toolkit that rolled out globally to drive consistent global brand strategy.

“They been an amazing thought partner, helping me navigate through the complexities of designing and rolling out a new brand platform for KFC globally.”

—Jennelle Tilling, Global CMO

What I did:

• Team facilitation and alignment

• Vision formation

• Strategy development

• Consumer research design and analysis 

• Brand platform development

• Creative direction

Partners:

• Design / Bulldog Drummond

• People and Culture / Shawn Parr

• Work done at Bulldog Drummond