4 Responses to Yummy for Yum: A no-go logo

  1. Anamaria says:

    Great find Bernadette. Excellent example of why research – and testing – are important. I wonder if logo positioning on the building also made an impact. It certainly elevated the star logo over the text that actually stated what the building was – Saigon street food. I had to look closely to even see what it said.

  2. Gail says:

    The issue you discuss regarding the removal of the star from the restaurant makes me wonder how often this issue of cultural communication impacts franchises. As we can see, it is important that corporate leaders pay attention to the cultural significance of symbols.

  3. Sarah Nettinga says:

    Bernadette,

    What a great example of a marketing or business team that is not focused on the big picture. I wish I could say that I’m surprised, but I’m not. I’ve seen many teams in business make random decision s that affect a lot of people without any research. This is definitely an example that could have ended up like SONG.

    Sarah

  4. Liza Vee says:

    I’ve seen similar types of this from different companies. From my experience, the idea like that starts with a less-than-aware marketer with enough ‘yes’ people around him/her to not want to speak up against the idea.

    Yum Brands swift response was a very good strategic move. Their PR or Communications team earned their salaries. Unfortunately, had the marketing team done their research, it wouldn’t have been necessary.