This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Monday, October 12, 2015
Colonel Sanders in New York
I am a big fan of proactive publicity and even publicity stunts as an inexpensive way to get the word out about your brand. As I was walking near Union Square in New York City this weekend, what did I happen upon? I encountered seven or eight Colonel Sanders dressed in various ways including as a unicorn and in drag with pink hair. What was going on there? The first thing I noticed happening was lots of people taking pictures of and with Colonel Sanders. I would guess a bunch of those pictures made it to Facebook, Instagram and Pinterest among other social media websites. I then discovered a person lingering around with all of the Colonel Sanders passing out DC Comics featuring the Two Colonels. When I asked her about what was going on, she was coy and stuck to her script. She said that Colonel Sanders had become a DC Comics superhero. Further, she indicated that there might be cosplay events that include Colonel Sanders. Upon searching for Colonel Sanders in costume, I discovered pages upon pages of different websites featuring Colonel Sanders costumes. Now, this is taking a brand's character to a whole new level. I am not quite sure where this is going but my hat is off to KFC for a great publicity stunt in New York City (and I am sure elsewhere). I am writing about this and I am sure I am not the only one. KFC is ubiquitous and anything that aids in creating greater brand awareness and getting more people to interact with the brand in fun ways is advantageous to the brand.
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