Emotional appeal in marketing

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KFC at 50: marketing chief on neuroscience, brand reappraisal and a tough year

Speaking to Marketing in his first interview as chief marketing officer for KFC UK & Ireland, David Timm reveals why he’s driving reappraisal of the brand to give it emotional edge at a time of “transformation”, where “the lines of competition are continually blurred”. KFC, like many brands in the fast food sector, has found itself struggling to maintain relevance amid an onslaught of emerging macro trends that include casual dining, personalisation and healthy eating. The competition in the sector is evolving and KFC is fighting for market share not just alongside fast food giants like McDonald’s and fried chicken shops but with burrito chains, increasingly sophisticated supermarket ready meals and even the likes of Starbucks. ….[READ]

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