Welcome Back, Colonel: KFC’s George Felix Dishes On Brand Revival
Finger lickin’ good chicken, red-and-white buckets, and the Colonel himself once made KFC great, and now they’re working their magic again, says George Felix, director of brand communications.
As part of an ongoing series of conversations with 2017 Effie-winning marketers, I spoke with George Felix, director of brand communications at KFC.
Interestingly, this isn’t the first time Felix has played a part in the renaissance of a brand. He discussed his work on the Old Spice “Smell Like a Man” campaign and how what he learned there about decision making played a defining role in his career,
“You need to have conviction. You need to trust your instincts—trust your gut,” he said. “There’s not always a silver bullet or a number that’s going to answer your question.”
Highlights from this week’s podcast include:
- The return of the Colonel. (1:01)
- Admitting the brand needed to change course. (2:42)
- Keeping it unexpected and fresh with multiple actors playing the Colonel. (3:54)
- The power of iconic brand elements. (4:55)
- Marketing effectiveness: “Sales overnight and brand over time … it’s a tension and a balance.” (8:12)
- Nike and Shinola: Two brands Felix keeps his eye on. (12:13)
- Felix’s novel approach to marketing—literally. (13:24)
- Felix’s take on the future of marketing. (14:53)