WAIT ITS BURGERS?!!?!?!
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Nope! They went FULL MARKETING and did this whole gimmick name change angle. Without realizing, one, they really sold it as a name change and two, this would genuinely be a disaster of a move on all fronts and actually brand-damaging. I see this shit all the damn time.
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No one actually thinks through on the levels they need to, wanting to be taken seriously in all the wrong ways and play it off as a joke in all the wrong ways too. This happens all the time in marketing where impact itself is seemed to be prize more than potential negative impact
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The best brands? Honestly, they understand more what they never want to do (think coca-cola keeping it steady for the most part) rather than messing with their central identity.
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And they were already selling burgers to begin with
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I know the agency that came up with this and I’m cackling too.
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Not gonna lie, I took the change at face value and I'm genuinely super glad to hear this breakdown, because as much as I love burgers a part of my soul died at the thought of calling it IHOB for the rest of my mortal days.
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