How Distributed Marketing Will Expand Brand Presence
By Dan Defino, Vice President & Managing Director at Tukaiz
Today, marketers in the corporate home office and/or franchise headquarters are pushing a larger percentage of their marketing and advertising dollars to the local limited-service restaurant, allowing that local entity to use those funds in ways that best appeal to their immediate geographic and demographic markets.
While based on the sound idea that local owners and managers know their patrons best, such a policy also raises the issue of how a brand can maintain its own integrity in terms of logo design, graphics, look-and-feel, and even messaging.
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