In The Name of Progress, Marketing Week, London
Pizza or pasta? Seems as though Pizza Hut is rebranding itself in the UK market as Pasta Hut? Quick fix to a broader issue? Fred Burt from our London office comments on this story in Marketing Week UK.
"Many believe that Pizza Hut needs to change consumer perception rather than rebrand. Fred Burt, managing director of branding agency Siegel+Gale, says the move “risks squandering years of brand equity”. “This feels like a strategy-by-focus-group. Research should inform the brand strategy, not lead it.”
He adds: “The brand issue with Pizza Hut is not its name but its relevance. The product offer has changed but the experience is much as it has been for 20 years. That’s where the chain should spend its money.”"