5 Branding Lessons from CPK
AdvertisingAge has a great interview with Sarah Grover, CMO of California Pizza Kitchen (CPK). The restaurant industry is often the most affected by a downturn in the economy. Ms. Grover gives some great insights on how they have adapted - and grown - during the recession.
Here are 5 lessons we took from the article:
- Listen to your employees - in the right culture, they will give you great data
- Be truly different - in any economy, it is foolish to try to compete as a commodity. Even more so in a recession.
- Thank your customers - this is a "no duh" that many companies forget to do.
- Be part of the community - again, a basic blocking-and-tackling concept but difficult for many companies to grasp.
- Stay true to your original idea - this doesn't mean to not be innovative; it means staying true to the original purpose of why your brand exists.
Favorite quote:
"Premium brands don't discount. It doesn't build loyalty; it just denigrates the brand over time. It's a quick fix, and then you have to comp it the next year."
Lessons here for every brand ...
Posted by The Tricycle
