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Positioning Brands for Success™
Posts tagged Brand Refresh
Warren Ellish to Address 2012 National Restaurant Show
12 years ago
Attendees at the 2012 National Restaurant Show in Chicago will have the opportunity to hear Warren Ellish, President and CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Samuel Curtis Johnson Graduate School of Management present “The Three Critical Steps to Positioning Your Brand Into a World Class Brand” on Monday afternoon May 7th at 2PM in room S403A of McCormick Center. Warren will be following David Novack, Chairman and CEO of Yum! Brands, talking on “Taking People with You”.
Mr. Ellish is a well-respected lecturer, speaker and expert on the topic of brand positioning and restaurant marketing, has held executive positions with Boston Market, Darden Restaurants, Burger King and PepsiCo, and has been responsible for the positioning for hundreds of well-known international, domestic, regional and local restaurant and franchise brands. He will share his winning approach in this engaging session, illustrate what positioning is, why it is important and how to determine the optimum brand positioning for your restaurant brand using real-life cases. You will leave with tools to immediately bring additional focus to your organization’s initiatives and allow you to strategically communicate your brand’s message, making an impression that lasts.
For a complete schedule of featured NRA show speakers, visit http://show.restaurant.org/nra12/public/Calendar.aspx?SuperTrackId=&TrackId=&AssociationId=&DateId=&FormatId=&DurationId=&SpeakerId=&SessionTypeId=&SubExpoId=&Keyword=&&SearchEvent=&View=Calendar
To register for the NRA show visit http://www.restaurant.org/show/register.cfm
Warren Ellish Delivers Keynote Address to Open 13th Annual Ben E. Keith Market Place Food Show
12 years ago
The 2012 Ben E. Keith Market Place Food Show drew the largest crowd for a keynote address in the company’s history. Keynote speaker, Warren Ellish, provided the attending restaurant and hotel operators with new tools to have an immediate impact on building their local businesses into world class brands.
Garcia’s Kitchen, a Albuquerque tradition since 1975 with seven area locations, was the winner of the keynote door prize. The Garcia family and members of the management team received an afternoon of branding and marketing consulting with the keynote speaker, Warren Ellish, President and CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Samuel Curtis Johnson Graduate School of Management.
The 2012 New Mexico ProStart competition, in conjunction with the New Mexico Restaurant Association, also took place at the Market Place Food show. The competition attracts top high school students from around New Mexico who are enrolled in the ProStart Program at their schools. These students have proven their skill and commitment to the hospitality industry through vigorous coursework and on-the-job training. First place teams move on to compete at the National ProStart Invitational. The teams did a great job showcasing their talents.
Ellish Marketing Group introduces new marketing campaign for Centre Aveda Salon and Spas
12 years ago
Ellish Marketing Group developed brand positioning for Centre Aveda Salon & Spas leveraging a major identified consumer insight, created a new corporate identity, introduced a new salon technique “Style & Learn™” as a piece of the brand’s point of difference, offered a custom gift bag filled with Aveda products as a gift with purchase of new salon services, utilized phone tracking and recording of customer calls for training purposes and put social media to use by allowing guests to tell the brand defined story through unique sharing of in-salon “Style & Learn™” videos.
Ellish Marketing Group helps launch the “NEW” Bennigan’s
13 years ago
Bennigan’s Franchising Co. on Thursday opened its first company-owned restaurant since the heritage brand filed for bankruptcy and closed hundreds of units in July 2008.
Bennigan’s opened the new 4,200-square-foot location in Appleton, Wisconsin. The restaurant features a new logo and signage, a centerpiece bar with 18 beers on tap, 180 seats and entertainment options, such as low-tech dartboards and high-tech Wii bowling as well as interactive table kiosks with pay-at-table technology.
David Goronkin, president and chief executive of Dallas-based Bennigan’s Franchising since April 2009, said: “It has a completely new look and feel. We had to make the Bennigan’s brand relevant for the 21st Century. … The only sacred cow was to keep the name.”
The menu features new items in the salad, sandwich and entrée sections but retains such signature dishes as the Monte Cristo sandwich. “We want to be known for having “American fare with Irish hospitality,” Goronkin said.
Bennigan’s Franchising Co. acquired the Bennigan’s brand in 2008, after parent S&A Restaurant Corp., a division of Metromedia Restaurant Group of Plano, Texas, and affiliated companies filed for Chapter 7 bankruptcy liquidation and closed about 240 company units, including both Bennigan’s and Steak & Ale.
Working with Warren Ellish and the team at Ellish Marketing Group, Bennigan’s developed an enhanced brand positioning, conducted consumer research, launched a new corporate identity, forged significant menu development and testing and included franchisee input all along the way.
“We have forged strong relationships with our franchise owners and have partnered with our franchise advisory board every step of the way, from raising the bar on operating standards to repositioning our concept for a strong future,” Goronkin said. “This new prototype captures all aspects of our new direction and we’re very excited to be growing again.”
Read more in Nations Restaurant News: http://nrn.com/article/bennigan’s-debuts-prototype-new-logo-design#ixzz1hCKFxPDI