If I am not mistaken, this is the first fast-food company that I have recognized as a brand champion. I am not necessarily advocating fast-food, but any organization that understands who they are and has lasted for 40 years understands what it means to be a brand champion. This brand has been effective in staying true to its identity on many levels.
I can remember when Wendy's and its founder the late Dave Thomas opened their doors. Prior to then McDonald's had a strangle hold on the fast-food burger industry. I recall how as a youth (a very, very young one) I thought the name was stupid. I wondered why a company would pick a girl's name and image as a logo. Of course I was a young naive boy at the time and did not know a thing about brand development then.
Fast forward forty years, I think I know a thing or two about brands and now marvel at the thinking behind the name and the time-tested image. I also understand the value of building a sustainable brand based on mission, core values and stakeholder engagement. Even though I am not a regular visitor to this establishment, unless I am on the road and craving a chocolate frosty, I am a champion of this brand. For their brand building efforts, Wendy's is the Brand Champion of the Day!
Maybe you haven't been to Wendy's in awhile? I'm from Utah where there are a ton of Wendy's so I grew up totally loving that place. But now I go in and their quality is poor, the frosty's have gotten grainy, their .99 menu items have changed.
While the name has lasted, the quality has not. Its sad!
Posted by: Natalie | September 25, 2009 at 05:34 PM
Natalie, thanks for weighing in about your experience. It sounds like you are no longer a champion of the brand.
Posted by: Rex Whisman | September 25, 2009 at 05:58 PM