KFC called the Hotline this week, bracing for feedback on the new logo.
They were stressed by the endless online debates over the font. Serif or sans. Bold enough. Modern enough. On brand enough.
Here’s a hint. What I told them has nothing to do with the font.
There's a more important move in this redesign. It's the move every brand with a real Positioning Anchor in the mind should make.
Watch the call above.
Got a positioning question of your own? Head to Ries.com and click Contact to submit it to the Hotline. Want more on positioning? Order The Strategic Enemy: How to Build and Position a Brand Worth Fighting For — also available in audio.
