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Title: How to modernize an established brand to drive growth
Authors: Kane, Kurt
Keywords: Marketing
Brands Management
Brand modernization
Issue Date: Feb-2019
Publisher: McKinsey Quarterly
Abstract: Modernizing a cherished brand without alienating a loyal customer base or losing market share in a hypercompetitive marketplace is challenging. The hurdles include continuing to drive and maintain growth, choosing the right ideas for big results, knowing the customer, and innovating while staying true to the brand’s roots. Kurt Kane, chief concept and marketing officer at Wendy’s, spoke with McKinsey partner Stacey Haas and discussed how the restaurant chain tackled these challenges.
Description: 3p.
Appears in Collections:Articles

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