In this episode of Take-Away with Sam Oches, Sam talks with Natalia Franco, chief marketing officer at Church’s Texas Chicken. This iconic chain is over 70 years old but is now in the midst of a major brand turnaround, and Natalia was recently brought in by CEO Joe Guith to help lead those efforts on the marketing front. Natalia has been a part of other brand turnarounds in the restaurant industry, including at McAlister’s, California Pizza Kitchen, and Burger King, and she joined the podcast to talk about the essential building blocks to reviving a brand and what a modern marketing mix should look like.   

In this conversation, you’ll find out why:

• Marketing channels may change, but the foundations does not
• When you lose track of who you are, the whole brand suffers
• Sometimes brands just need a fresh start
• Expect a brand turnaround to take about 18 months
• Brand messages should be consistent across all platforms, but the voice will differ
• The best brands respond to their customers, not their competitors

Have feedback or ideas for Take-Away? Email Sam at sam.oches@informa.com.