Reading this story about brand tonality immediately brought Wendy's to mind. I have been to Wendy's less than a dozen times in my life but I enjoy their snarky Twitter updates no less the most loyal customers. It is a great example of a brand can use a distinctive, bold tone to stand out, build community, and drive real business result, while also navigating the fine line between edgy humor and controversy.
Their most recent comments about Katy Perry’s space flight got them into hot water. While Wendy’s issued a statement reaffirming its playful approach and respect for Perry, it stopped short of an apology, reflecting the risks of pushing boundaries with humor. Whoever there is responsible for maintaining Wendy's brand tone is doing a great job positioning it as the cheeky underdog, “keeping it real” and championing freshness and authenticity in a crowded market.
As much as all that is fun, their pop-culture savvy roasts would not be the reason for me to go to Wendy's any more than I do. Maybe that is not the intent of brand tone at all. It reminds me of the Kia Soul hamster commercials succeeded by combining humor, music, and a fresh creative approach to make the car, and the brand, stand out. They are widely regarded as a case study in innovative marketing, showing how a bold, culturally attuned campaign can reshape perceptions and drive real business result. While, I would never buy a Kia Soul, I have preferred to rent it over other options many times, thanks to that commercial.
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