eric ripert

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wendys_mascot_logo“Quality is our recipe” is the new tagline for fats food chain Wendy’s. It adorns all the stores. Quality is an industrial word. It’s not a food word. If you go to a Lidia Bastianich or Eric Ripert restaurant you’re not going to savor a meal and talk quality.

The key to branding is finding the right “claim” and proving it every day. I use three proof planks to support the claim. Three provides focus. Were I to parse the quality claim for Wendy’s I might select “ripeness” for vegetables, “natural” for ingredients, e.g., less additives, few GMOs, real sugar, and “immaculate facilities.” I’m just riffing here but you might actually build a nice story with this strategy. The problem, however, is the word quality. A far as claims go, it’s in the neighborhood, but a Norwegian neighborhood.  Quick, name a tasty Norwegian food.

Brand strategy claims need poetry. Humanity. They need aspiration and emotion. Wendy’s can do better. This is a company that has always been ad campaign driven, not brand strategy driven.      

Peace.           

 

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I like to write about trends that impact marketing. One such, is the craft economy. It’s an exciting movement that is slowly taking hold and can be seen in craft beer, home-made pasta, woodworking and the neat site Etsy.  What makes the craft economy a trend worthy of notice is the bigger phenomenon that has lived here for too long: the junk economy.  Junk food, junk games, mass produced-low quality gear. When ladies can go to Target and pick up a blouse for $6.00, something is wrong.  When it makes more sense to buy a new laptop than fix the old one, something is wrong. When a TV only lasts 5-6 years rather than 15, something is wrong.

I love old stuff.  I am old stuff. I have tee-shirts older than my 20 something kids.  My old Poppe Tyson softball tee just ripped.  Pissed I didn’t buy a better weight of cotton Hanes back in the 80s.

Junk is bad, craft is good. Market with that thought in mind and the messages and customers will follow.  Eric Ripert has built an empire on fighting the junk economy. He is an inspiring hero.  Lose the junk. (Not that junk Terrence. Oh, and Terrence, Pearl Jam is coming to Philly.) Peace.

 

 

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