Wednesday, November 14, 2012

Guy's big branding lesson

Branding is about creating, managing and fulfilling (or hopefully exceeding) expectations through your product or service. You'd think a guy who travels the country sampling the best food at America's diners, drive-ins and dives would understand this.

Apparently not if the reviews in The New York Times, New York Post, and Serious Eats of Guy Fieri's new restaurant, Guy's American Kitchen & Bar, are to be believed.

Brands are fragile because they're built on nothing more than trust, and once that trust is broken, it's nearly impossible to repair the damage. In this age of 24/7/365 mass and peer to peer communication, the costs of not delivering are higher than ever before.

If you're a big famous brand that's introducing a new product to the world, you have to get it right, right out of the box or expect to be pilloried.

Great brands inspire both love and hate. Apple, BMW, Walmart, Google, are beloved brands by many and detested by others. Those who don't love your brand are just waiting for it to fail and let the world know when it does. Mr. Fieri just discovered this.

What it all boils down to is this: people love brands when they love the products. Stop delivering a great product and you'll see how quickly your brand equity disappears.

3 comments:

  1. I actually look at this as a brand extension. Guy's product has been "Guy Fieri" and his fiery bombast. While he owns other restaurants, this is the highest profile delivery of Guy-Fieri Food he has attempted. But you're right ... this endeavor should have delivered what his brand promises - the best, most interesting American comfort food.

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  2. I actually look at this as a brand extension. Guy's product has been "Guy Fieri" and his fiery bombast. While he owns other restaurants, this is the highest profile delivery of Guy-Fieri Food he has attempted. But you're right ... this endeavor should have delivered what his brand promises - the best, most interesting American comfort food.

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  3. There is nothing about Guy Fieri that would make me want to go to a restaurant that bears his name. That's why I especially loved reading the NY Times review. So fun.

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