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Featured
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The Realities of Divergent Branding: Setting a New Global Design Vision in a Complex, Pre-existing Global Marketplace
Anne Fuller, Global Concept Design Director, YUM! Brands, Inc.
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| Anne Fuller |
Are there hidden gains for brands that stay true to their unique positioning and endear themselves to unique cultural contexts? This presentation shares the real challenges of seeding a new design vision into different markets for Pizza Hut, KFC, and Taco Bell. For each of these brands, positioning can vary substantially, franchisees may dominate key business decisions, and customers may use the brand differently. Coaching and influence are the most impactful tools to drive design into the business model.
The Video archive of this session is available online to DMI Members.
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