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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February 10th, 2020
 Xpressdocs' proprietary marketing platform houses a diverse mix of customizable products and programs, empowering franchisees to self-serve from a single location while franchisors maintain control over branding, messaging, and marketing spend.
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Larry Spada spends his days working from the comfort of his home in the Carolinas. But like many tech-savvy executives today, he's always just a click away from his team at the Outdoor Living Brands headquarters in Richmond, Va.
- Kerry Pipes
- 4,952 Reads 198 Shares
If you're paying attention to media, you know that Snapchat is being crowned the new social media (if not total media) darling.
- Adam Pierno
- 2,013 Reads
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
- Franchise Update
- 2,954 Reads 70 Shares
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
- 3,255 Reads 3 Shares
This past February, longtime marketing executive Jon Quinn suited up for his newest role as vice president of marketing for Charleys Philly Steaks.
- Kerry Pipes
- 1,664 Reads
As a franchise organization you've recognized by now that your competition is more diverse and complex than it has been in the past.
- Adam Pierno
- 2,056 Reads 4 Shares
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.
- Adam Pierno
- 1,763 Reads
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.
- Kerry Pipes
- 2,714 Reads 4 Shares
Tired of hearing about Gen Y, better known as the Millennials? Here comes Gen Z, your next wave of customers and employees!
- Adam Pierno
- 2,912 Reads
In case you hadn't noticed, a new generation has begun applying for full- and part-time jobs: Generation Z.
- Adam Pierno
- 1,545 Reads
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?
- Adam Pierno
- 2,205 Reads
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.
- Kerry Pipes
- 3,001 Reads
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.
- Adam Pierno
- 6,026 Reads 9 Shares
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.
- Adam Pierno
- 3,032 Reads 23 Shares
Simplification and a renewed focus on business and life have taken center stage for Anand Gala since we profiled him in 2010.
- Kerry Pipes
- 5,236 Reads 8 Shares
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.
- Kerry Pipes
- 3,153 Reads
Frances Allen, executive vice president and chief brand officer for Denny's since July 2010, is no stranger to big brands.
- Kerry Pipes
- 2,955 Reads 81 Shares
Rich Hope spent three decades in advertising and is comfortable planning marketing strategies and executing successful campaigns.
- Kerry Pipes
- 1,965 Reads 93 Shares
Defining and executing brand strategy for more than 1,150 domestic and international Auntie Anne's franchise locations is no small task.
- Kerry Pipes
- 3,913 Reads 362 Shares
Managing brand strategy for more than 1,150 domestic and international franchise locations is no small task.
- Kerry Pipes
- 3,306 Reads 282 Shares
What does franchise marketing have in common with a two-headed turtle?
- Melinda Caughill
- 5,556 Reads 202 Shares
You won't find much disagreement among today's franchise CMOs and marketing executives with the statement, "Mobile marketing matters."
- Eddy Goldberg
- 3,131 Reads 148 Shares
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.
- Eddy Goldberg
- 4,294 Reads 93 Shares
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.
- Joan Szabo
- 2,201 Reads 9 Shares
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