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March 2022 - Branding Strategy Insider

Leveraging Consumer Identity For Brand Advantage

We buy a huge range of products because of a drive to enhance the extended self. Athletic wear merchandisers get this, but companies in other verticals may not. Brands that link the consumer to key elements of the self, whether these are schools, favorite musical artists, old neighborhoods, or coveted identities like “successful executive” or “glam girl” have a competitive advantage over others that don’t connect to the extended self-concept.

Wendy’s Winning Breakfast Strategy

Let’s talk about breakfast. Coronavirus changed our work habits. Goodbye to the commute. Hello to Zoom and Google Duo. Goodbye to that brewed Venti. Hello to instant coffee. Breakfast at fast food restaurants took a big hit. However, Wendy’s breakfast – a newcomer to the morning meal – managed to leverage itself into a breakfast powerhouse. Wendy’s is now close to or actually replacing Burger King as the second biggest breakfast fast food brand.

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