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KFC's 'Unthink' slogan not memorable, study finds
May 18, 2010
Catchy slogans have long been a key tactic for marketers seeking to encapsulate a brand image in only a few words. From Allstate's "You're in good hands" to BMW's "the ultimate driving machine," a strong slogan is instantly associated with its corresponding brand.
Effective slogans are also enduring, and this can become a double-edged sword for brands looking to change or update their image. Think KFC for a good example, E-Poll Market Research reports. According to new research, the company has found that KFC's new "Unthink" slogan is not catchy enough.
Using its E-Score Brand, E-Poll Market Research looked at what slogans identified with some of the largest quick-service chains and how well their current slogans performed. Respondents aware of the brand were asked an open-ended question, ''What is the slogan for this brand?'"
McDonald's and Burger King have successfully imprinted their slogans on current consumers with ''i'm lovin' it'' — identified by 60 percent of McDonalds brand respondents — and Burger King's ''Have it your way,'' weighing in at a whopping 62 percent.
KFC, meanwhile, is facing an uphill battle in convincing customers to "unthink" its image of "finger-lickin' good" fried chicken. Despite the launch of a successful line of grilled chicken, only 2 percent associate the Unthink slogan with the KFC brand, while its past tagline Finger lickin' good came to mind for a full 45 percent of respondents.
Even Taco Bell has had trouble shedding its "Run for the border" tagline, which garnered 16 percent recall. Its current ''Think outside the bun'' slogan was recalled by only 31 percent of respondents.
An effective slogan can be a valuable source of brand equity, but marketers looking to alter their image should recognize that they, like KFC, will have a long and difficult road to travel if an old slogan has taken root in the public consciousness. Research data from E-Score Brand shows that obsolete or out-of-use slogans are still recalled by a surprisingly large percentage of survey respondents.
McDonald's, for example, found recently that its tagline continues to resonate with consumers and has opted to update it rather than launch a new campaign.
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