I first met Kevin during our time at Procter & Gamble, where I found him to be an intent listener and a focused, insight-based marketer. When I saw KFC hired him, I knew he would have an impact.
What I find most inspiring about what he has done at KFC is that he brought a sense of pride back to what the company does best: make great tasting fried chicken. By focusing the organization’s efforts on the essence of the brand, and being unapologetic about it, he has unlocked the latent potential that was there all along.
The late, great Jack Trout said, "The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to re-tie the connections that already exist."
That’s exactly what Kevin has done at KFC. The use of the Colonel has added both intrigue and authenticity to the rebranding effort, which has struck a chord with the media and customers alike, as evidenced by the many glowing articles written about the effort and, most importantly, by 10 straight quarters of same store sales growth