Wendy’s Marketing Formula: ‘Know Your Brand Better Than Anyone Else’
Photo Caption: Wendy's controversial brand voice is paying off in billions of media impressions.
Skift Take
The best way to copy Wendy's marketing success: don't. Find your own brand voice, sharpen it up, and be willing to get controversial.
Last year, it was #NuggsForCarter. This year, it was the mixtape that Wendy's dropped on Spotify. The fast food giant has clocked in billions of media impressions for its clear and controversial brand positioning across all advertising platforms, and the social media and marketing team behind the brand voice continue to rack up industry recognition for their work.
Speaking at an Advertising Week conference held recently in New York, Wendy's chief concept and marketing officer, Kurt Kane, explained that Wendy's marketing success comes from clearing the path for the company's core social media team, both employed at the brand and at VML (the outs
