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.

Welcome Back, Colonel: KFC’s George Felix Dishes On Brand Revival

by Alan Hart

Posted on 08-09-2017

As part of an ongoing series of conversations with 2017 Effie-winning marketers, I spoke with George Felix, director of brand communications at KFC.

In this week’s Marketing Today podcast, Felix described the North Star of “The Return of Colonel Sanders” campaign as a return to what the brand stood for when it was great: finger lickin’ good chicken, red-and-white buckets, and the Colonel himself—whether it’s the Extra Crispy Colonel or the Colonel intent on launching chicken sandwiches into space.

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:

https://html5-player.libsyn.com/embed/episode/id/5632490/height/90/width/640/theme/custom/autonext/no/thumbnail/yes/autoplay/no/preload/no/no_addthis/no/direction/backward/render-playlist/no/custom-color/7f3889/

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Topics: Experience Cloud, Trends & Research, Insights Inspiration, Digital Transformation, CMO by Adobe

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