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Brand Strategy

A long-term plan for growing your franchise business is critical for continued success. As a cross-functional program to achieve the franchise business goals, a solid brand strategy, accompanied by time-tested tactics, provides a roadmap for future growth.

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Franchise Marketing Leadership Conference
June 18-20, 2019. Atlanta, GA. FMLC brings together so many levels of experience in Franchise Marketing. The different franchise brands that attend and the vendors that sponsor share a vast amount of useful information each year.
Potbelly Sandwich Shop
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Potbelly Sandwich Shop
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Potbelly Sandwich Shop
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If you're paying attention to media, you know that Snapchat is being crowned the new social media (if not total media) darling.
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Women play a critical and growing role in franchising. In our Annual Women's Issue, we profiled 28 "C-Suite Women." We share their profiles in this new weekly series
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In mid-2015, Sentinel Capital Partners acquired Fazoli's from Sun Capital. Sentinel, which had scooped up Checkers and Rally's, Newk's Eatery, and TGI Fridays the year before, targeted an aggressive growth strategy for the nearly 30-year-old brand.
  • Kerry Pipes
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This past February, longtime marketing executive Jon Quinn suited up for his newest role as vice president of marketing for Charleys Philly Steaks.
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As a franchise organization you've recognized by now that your competition is more diverse and complex than it has been in the past.
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Millennials. You are likely tired of reading about them but you can't stop, because with 60 million Americans in this generation, they're too big to ignore.
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As senior vice president of marketing for School of Rock, Elliot Baldini is a perfect fit. A self-professed lifelong musician with a passion for performance, he also sports wicked marketing chops.
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Tired of hearing about Gen Y, better known as the Millennials? Here comes Gen Z, your next wave of customers and employees!
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In case you hadn't noticed, a new generation has begun applying for full- and part-time jobs: Generation Z.
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People walk in, not yet customers... and what do they see? Your brand and marketing efforts got them to the door, but now that they're in, what do you want them to see first?
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This past September Value Place, the largest economy, extended-stay hotel brand in the U.S., named Kelly Poling executive vice president and chief marketing officer.
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Newk's Eatery
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Newk's Eatery
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So, you're hiring again. You have positions open and want to make sure the employees you bring in will meet your goals--or exceed them.
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Millennials, especially the younger half of the demographic, came of age during the Great Recession. As they entered the job market, they experienced hard financial times that limited earning opportunity for many.
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Simplification and a renewed focus on business and life have taken center stage for Anand Gala since we profiled him in 2010.
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Frances Allen is no stranger to big brands. Over the past 25 years, she's logged successful stints as a senior marketing executive at Dunkin' Donuts, Sony Ericsson, PepsiCo, and Frito-Lay.
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Frances Allen, executive vice president and chief brand officer for Denny's since July 2010, is no stranger to big brands.
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Rich Hope spent three decades in advertising and is comfortable planning marketing strategies and executing successful campaigns.
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Defining and executing brand strategy for more than 1,150 domestic and international Auntie Anne's franchise locations is no small task.
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Managing brand strategy for more than 1,150 domestic and international franchise locations is no small task.
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What does franchise marketing have in common with a two-headed turtle?
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You won't find much disagreement among today's franchise CMOs and marketing executives with the statement, "Mobile marketing matters."
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Batteries Plus Bulbs
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Batteries Plus Bulbs
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As savvy franchise companies continue to flourish in a challenging economy, FUSR continues to bring you good news each month, highlighting brands that are adding units, increasing comp store sales, striking deals with investors, and continuing to grow. And, as the U.S. struggles through its "jobless recovery," growth-oriented franchisors continue to look overseas for expansion opportunities.
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Steven Rogers has set his company apart from the crowd with a winning formula on acquiring franchise systems in the residential services field. As president and chief executive officer of the Franchise Company, Rogers has amassed 9 franchise operations that provide services to more than 400,000 customers through a network of more than 2,000 franchisees employing 8,500 workers.
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