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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 Business Review
Franchise Business Review is an independent market research firm specializing in benchmarking franchisee satisfaction and employee engagement. FBR has partnered with 1,100+ franchise companies to help them achieve success through data-driven insights
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World Gym
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World Gym
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World Gym
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Over-the-top advertising and cultivating influencers allowed Capriotti’s to open new stores and record same store sales increases in 2020
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As influencers proliferate during Covid, here’s why it’s so important to build “brand tribes”
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Marketing during Covid takes a decidedly digital turn. Here are some tips to move you toward your desired ROI.
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How to use local location and consumer data to market more cost-effectively with a tight budget
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How will Covid-19 change consumer habits when it comes to retail and restaurants?
  • Shawn Bland & Jamie Sullivan
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With so many choices, what is the best strategy for positioning your brand in 2020?
  • Karen M. Wenning
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Clyde Rucker, a U.S. Army veteran and self-described military brat, said he spent years working his way to the top in corporate America and as a franchise executive for one reason: so he could become a successful franchisee.
  • Debbie Selinsky
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Franchising has proven to be a successful business model across a wide spectrum of industries using multi-unit retail distribution.
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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
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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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Intelligent Office
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Intelligent Office
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Intelligent Office
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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
  • 3,458 Reads 1 Shares
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.
  • Adam Pierno
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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.
  • Adam Pierno
  • 1,715 Reads 1,021 Shares
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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  • 2,417 Reads 1,021 Shares
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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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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Bad Ass Coffee of Hawaii
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Bad Ass Coffee of Hawaii
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Bad Ass Coffee of Hawaii
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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.
  • Kerry Pipes
  • 3,386 Reads 1,021 Shares
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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  • 4,137 Reads 1,021 Shares
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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