Posts tagged Branding consultant

Restaurant & Franchise Branding Consultant, Ellish Marketing Group, Completes Brand Positioning Work for Umami Burger®

Umami Burger logo

Umami Restaruant Group, operator of Umami Burger selected Ellish Marketing Group, international restaurant and franchise consultants, to work with the management leadership team to define the Umami brand positioning and brand architecture.

Using the Ellish Marketing Group methodology, the management leadership team participated in a multi-day brand discovery to see best competitive brands and other hot on trend restaurant concepts followed by a one-day proprietary Brand Positioning Session led by Warren Ellish, Ellish Marketing Groups CEO and President.

Ellish Marketing Group is also conducting menu engineering work and consumer research for Umami Burger.

The development of a pre-emptive, ownable and defendable brand positioning for Umami Burger was a priority project for new CEO Paul Clayton.  The end result of the brand positioning work from Ellish Marketing Group is a more focused and more competitive burger brand.

Warren Ellish, CEO of Ellish Marketing Group and Cornell Johnson School Senior Lecturer Hosted the 8th Annual Marketing Executive Coaching Program

Cornell Marketing Executive Coaching ProgramOn November 6 and 7, 2014, 98 students and 36 of the most distinguished marketing executives came together for the eighth annual Marketing Executive One-On-One Coaching Program. Hosted by F. Warren Ellish, visiting senior lecturer of marketing and president and CEO of Ellish Marketing Group, the program gives marketing students at Johnson at Cornell University opportunities to network with and be mentored by leading executives in the marketing world. Coaches comprise chief marketing officers, CEOs, executive recruiters, brand consultants, and advertising executives.

The event kicked off on Thursday, November 6, with a roundtable discussion, titled “The Role of Marketing Innovation.” Panelists include Jim Goldman, former President and CEO of Godiva Chocolatier; Pat Lafferty, CEO of the creative agency BBH North America; and Vithala Rao, Deane W. Malott Professor of Management and professor of marketing at Johnson.

The panel was followed by an evening reception, at which host F. Warren Ellish shared with students the importance of networking and the truly small nature of the marketing world. Each executive was introduced, not by career background, but by the connections they have with colleagues in the room. These connections included college classmates, associates, bosses, mentors, clients, and significant others.

The program resumed on Friday, November 7, with 180 individual one-on-one mentoring sessions, by 36 executives, with 98 students.  Of the 36 executive coaches, 24 were Cornell University alumni. The event concluded with a luncheon, sponsored by the student-run Marketing Association, where students may network and pose final questions to their executive coaches.

“The one-on-one format offers students a chance to ask experienced experts questions they might be reluctant to ask in a less personal setting,” said Cynthia Saunders-Cheatham, executive director of Johnson’s Career Management Center(CMC). “Students have the opportunity to gain mentors who continue to help them with suggestions, contacts, and leads though out their careers.”

 

Warren Ellish Delivers Keynote Address To International Franchise Association Emerging Franchise Conference

Warren Ellish Franchise and Brand Positioning SpeakerGreat day in Dallas presenting the Keynote Address to the Internatinal Franchise Association Emerging Franchisor Conference. I enjoyed sharing insights on world-class branding and brand positioning with the future great franchise leaders. Great turnout and enthusiastic group. Met so many new wonderful people and some old friends at the conference.  It is always a pleasure to add thought leadership to a great association.

Don’t just sit in the present to wait for something to happen in the future

International Franchise Association Emerging Franchisor Conference – GO BIG OR GO HOME!

IFA Emerging Franchisor ConferenceEver wondered what it is like to be given all tools necessary and then told to build something? Well, as many of us know, it’s definitely a challenge to start on your own! However, given the proper resources, it could end up being the best learning opportunity! Now take that approach and apply it to your business. If you are a growing franchisor and looking for the premier franchising networking event filled with resources, then look no further!

The 2014 Emerging Franchisor Conference is an interactive platform for executives of brands that are just stepping into the market. Join fellow professionals who have been in the business for quite a while to gain tips and apply proven strategies on how to make your brand shine!

Keynote addresses: Hear Warren Ellish, President & CEO Ellish Marketing Group and member of the faculty at Cornell University’s Johnson Graduate School of Management talk about World-Class Branding, Catherine Monson, CEO of FASTSIGNS International discuss corporate culture and Mary Kennedy Thompson of the Dwyer Group, give her “Lessons in Leadership.” After hearing their motivational stories there is no doubt that you will be recharged and ready to GO BIG!

Not only does this event advise you on the necessary steps to reach the top, but it helps guide you in the right direction, especially in connection with your franchisees. Building trust from the start is crucial in any relationship so enhance the connection with your current franchisees while creating new relations. By the end of the conference, you will know who you want to play a key role in your business, what you want from them, and where to put them in action.

Some key aspects of the conference that should not be missed like the “Discussion with Franchise Founder’s and CEO’s”, the notorious “Think Tank” session, a case study of audience engagement and of course, the infamous roundtable discussions where you get up close and personal with the best of the business!

Don’t just sit in the present to wait for something to happen in the future, take a plunge in this unique educational opportunity offered by IFA and register for the 2014 Emerging Franchisor Conference in Dallas, November 18-19 today!

I look forward to seeing you in Dallas at this great IFA conference.

Eliminating a signature brand experience can present a branding problem

Behind the Wheel: Fast-casual sandwich chain Which Wich adapts to drive-thru operation.

Once a hallmark of classic fast-food joints, the drive-thru operation is getting a fast casual–style facelift thanks to chains like Dallas-based Which Wich. The customizable sandwich concept opened its second drive-thru unit this summer in Crystal Lake, Illinois, to offer more convenience, says Jeremy Cook, senior vice president of real estate and construction.

For a franchise that creates menu items to order, fulfilling drive-thru orders quickly is a big challenge, Cook says. While guests mark their choices on the brand’s signature brown paper bags inside the store, a cashier verbally guides customers through step-by-step ordering at the drive-thru window. Based on the performance of the brand’s first drive-thru location in Marble Falls, Texas, wait times average 5–7 minutes, and the system is working well, Cook says.

The brand’s initiative is the latest step of a growing trend in the industry, says Darren Tristano, executive vice president of consulting firm Technomic Inc. It follows drive-thru retrofits at a small number of locations by Panera Bread, Firehouse Subs, and Einstein Bros. Bagels, he says.

“Brands are looking at how to steal share from competitors,” Tristano says, and drive thrus offer a sales boost by appealing to customers like parents with small children.

However, eliminating a signature brand experience like Which Wich’s paper bag ordering process can present a branding problem, says Warren Ellish, restaurant consultant and president of Ellish Marketing Group. “Their drive thru may boost sales in the short-term, but in the end, they could lose sales by diluting the brand,” Ellish says. “People who don’t know the brand will lose the unique ordering experience.”

Although Which Wich’s high-quality ingredients are an important draw, it’s the ordering system that makes the brand unique, he adds. It may be better for the chain to try to replicate their ordering protocol by providing paper bags and markers for drive-thru customers, or offering a smartphone app, Ellish says.

The Which Wich team expects to make refinements to its drive-thru operation as it offers the platform to more franchisees, but early indicators are positive, Cook says. “It’s like anything else,” he says. “You want to continue to get better and try to perfect the process.”

Restaurant & Franchise Branding Expert Weighs in on Wendy’s: Embrace Change – But Don’t Try To Be Everything To Everyone In Hopes Of Broadening Your Customer Reach

Soccer Shots, the #1Children’s Fitness Franchise Program, Undergoes Brand Positioning Work with Ellish Marketing Group

Soccer Shots BrandingSoccer Shots, The Children’s Soccer Experience and the #1 Children’s Fitness Franchise Program, selected Ellish Marketing Group (the leading franchise and restaurant branding consultants) to work with their management leadership team, Franchise Presidents Council and Franchise Brand Strategy team to develop a strategically focused brand positioning for the brand.  The end result of the work undertaken will be laser focused brand positioning and complete alignment behind the branding by management and the franchise system.

 

Soccer Shots Brand PositioningThe new brand positioning was unveiled during the 2014 national franchise convention in Chicago.

Restaurant & Franchise Branding Consultant, Ellish Marketing Group, Completes Brand Positioning Work for Regional Pizza Chain Blackjack Pizza®

Askar Brands operator of multiple quick service and casual dining restaurants across the nation including Papa Romano’s, Papa’s Pizza To-Go, Breadeaux Pizza, Blackjack Pizza, Mr. Pita, Stucchi’s Ice Cream, CJ’s Brewing Company and Big Al’s Sports Grill, selected Ellish Marketing Group, international restaurant and franchise consultants, to work with the management team and franchise leadership team of Blackjack Pizza to define the brands brand positioning.

Askar Brands provides word class support to all of their brands by providing management, marketing, training and operations materials to allow their franchisees to focus on their execution and customer retention.  The development of a pre-emptive, ownable and defendable brand positioning for Blackjack is consistent with their philosophy.  The end result of the brand positioning work from Ellish Marketing Group will be a more focused and more competitive pizza brand.

Warren Ellish to Address IFA 2014 Emerging Franchisor Conference

Warren Ellish Franchise and Restaurant SpeakerWarren Ellish, President & CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Johnson Graduate School of Management will be the opening speaker at the International Franchise Association 2014 Emerging Franchisor Conference. The convention will be held on November 18, 2014  in Dallas, Texas at the Sheraton Hotel.  Warren will address “The Three Critical Steps to Positioning Your Emerging Franchise Into a World-Class Brand.”

The IFA Emerging Franchisor Conference is designed for franchise operations executives, CEOs, COOs, Presidents, franchise development executives, franchise marketing experts, franchise relations specialists and anyone responsible for the growth and efficient operation of their franchise system. The conference is specifically designed to address challenges and opportunities unique to franchise systems who are looking to grow. This is a prime networking and educational conference for franchisors that are ready to take their systemInternational Franchise Association to the next level. This program will feature franchise leaders sharing what they learned when they were trying to build their brand. Attendees will hear motivational stories, expert tips and proven strategies that helped them attract new franchisees, build brand recognition and a loyal customer base, increase productivity while streamlining operations. Simply put, this is a must-attend event!

Don’t Let A Point Of Similarity Become Your Point Of Difference

Successfully identifying and securing a powerful brand positioning is of critical importance to every brand. It is helpful to anyone who wants to influence other people. Whether you are promoting a product, a service, a cause, a candidate, an organization, an institution or even yourself and your own career. Positioning will aid in getting your desired message across to the people you want to reach and make an impression that lasts. One of the critical steps in developing a powerful brand positioning is to identify your brands point of difference – – the specific consumer benefit which you want consumers to associate most readily with your product or service. What does your brand do that no one else’s brand does as well and that your target cares about? When defining your brands point of difference, don’t let a point of similarity become your point of difference. So often I see this.  When speaking recently to industry audiences on branding and brand positioning (National Restaurant Association ShowInternational Franchise Association National Convention and Entrepreneurs’ Organization Global Leadership Conference) or to the executive teams of clients, I ask three short questions: How many of your grew up wanting to be average? Or just like everyone else? Or of good quality? Rarely do I see any hands or much of a positive response. However, many brand leaders are perfectly OK about making their brands just like this – – average, just like everyone else and good. Many of the items that are an integral part of your product/service but are not preemptive, ownable and defendable become points of entry into your competitive set and are nothing more than points of similarity. Yes, they are all important to your product or service and in many cases you must deliver on these flawlessly just to be in business. But this is not what sets you apart, not a reason a customer should or will choose to use your brand over competitor brands, and most definitely this is not a reason for them to ever become a brand advocate. For more information on how to quickly and affordably position and brand your business to succeed in today’s competitive marketplace, visit www.ellishmarketing.com, or reach Warren directly at 303-762-0360 or .

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