Episode Description
KFC and Weetabix both threw away the most famous slogans in their category, and had to fight their way back to them.
In this episode, Tom Roach explains how "Finger Lickin' Good" and "Have You Had Your Weetabix" both got dropped while each brand chased fresher creative, and the research and internal persuasion it took to bring them back. He also breaks down why the standard marketing sales funnel misreads how people actually buy, why the von Restorff effect explains why distinctive brands get remembered, and how a hundred-year-old rule about creative quality (95% of everything has always been rubbish) applies directly to the AI content panic gripping the industry today.
You will learn how to audit your own brand's forgotten assets, why B2B brands default to sameness and how to break out of it, and why "share of model" is becoming the new battleground for brand visibility in an AI-driven search world.
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