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Brand Strategy

A long-term plan for growing your franchise business is critical for continued success. As a cross-functional program to achieve the franchise business goals, a solid brand strategy, accompanied by time-tested tactics, provides a roadmap for future growth.

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Angry Crab Shack
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Angry Crab Shack
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Angry Crab Shack
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Clyde Rucker, a U.S. Army veteran and self-described military brat, said he spent years working his way to the top in corporate America and as a franchise executive for one reason: so he could become a successful franchisee.
  • Debbie Selinsky
  • 31,178 Reads 84 Shares
Franchising has proven to be a successful business model across a wide spectrum of industries using multi-unit retail distribution.
  • Dean Zuccarello and Dan Collins
  • 7,070 Reads 129 Shares
Larry Spada spends his days working from the comfort of his home in the Carolinas. But like many tech-savvy executives today, he's always just a click away from his team at the Outdoor Living Brands headquarters in Richmond, Va.
  • Kerry Pipes
  • 7,923 Reads 209 Shares
If you're paying attention to media, you know that Snapchat is being crowned the new social media (if not total media) darling.
  • Adam Pierno
  • 3,305 Reads 1,021 Shares
Women play a critical and growing role in franchising. In our Annual Women's Issue, we profiled 28 "C-Suite Women." We share their profiles in this new weekly series
  • Franchise Update
  • 5,107 Reads 1,021 Shares
In mid-2015, Sentinel Capital Partners acquired Fazoli's from Sun Capital. Sentinel, which had scooped up Checkers and Rally's, Newk's Eatery, and TGI Fridays the year before, targeted an aggressive growth strategy for the nearly 30-year-old brand.
  • Kerry Pipes
  • 4,208 Reads 1 Shares
This past February, longtime marketing executive Jon Quinn suited up for his newest role as vice president of marketing for Charleys Philly Steaks.
  • Kerry Pipes
  • 3,136 Reads 1,021 Shares
As a franchise organization you've recognized by now that your competition is more diverse and complex than it has been in the past.
  • Adam Pierno
  • 3,365 Reads 1,021 Shares
Millennials. You are likely tired of reading about them but you can't stop, because with 60 million Americans in this generation, they're too big to ignore.
  • Adam Pierno
  • 2,816 Reads 1,021 Shares
As senior vice president of marketing for School of Rock, Elliot Baldini is a perfect fit. A self-professed lifelong musician with a passion for performance, he also sports wicked marketing chops.
  • Kerry Pipes
  • 4,225 Reads 3 Shares
Tired of hearing about Gen Y, better known as the Millennials? Here comes Gen Z, your next wave of customers and employees!
  • Adam Pierno
  • 4,340 Reads 1,021 Shares
American Family Care
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American Family Care
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American Family Care
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In case you hadn't noticed, a new generation has begun applying for full- and part-time jobs: Generation Z.
  • Adam Pierno
  • 2,581 Reads 1,021 Shares
People walk in, not yet customers... and what do they see? Your brand and marketing efforts got them to the door, but now that they're in, what do you want them to see first?
  • Adam Pierno
  • 3,178 Reads 1,021 Shares
This past September Value Place, the largest economy, extended-stay hotel brand in the U.S., named Kelly Poling executive vice president and chief marketing officer.
  • Kerry Pipes
  • 4,234 Reads 1,021 Shares
So, you're hiring again. You have positions open and want to make sure the employees you bring in will meet your goals--or exceed them.
  • Adam Pierno
  • 7,377 Reads 7 Shares
Millennials, especially the younger half of the demographic, came of age during the Great Recession. As they entered the job market, they experienced hard financial times that limited earning opportunity for many.
  • Adam Pierno
  • 3,885 Reads 1,023 Shares
Simplification and a renewed focus on business and life have taken center stage for Anand Gala since we profiled him in 2010.
  • Kerry Pipes
  • 6,480 Reads
Frances Allen is no stranger to big brands. Over the past 25 years, she's logged successful stints as a senior marketing executive at Dunkin' Donuts, Sony Ericsson, PepsiCo, and Frito-Lay.
  • Kerry Pipes
  • 4,234 Reads 1,021 Shares
Frances Allen, executive vice president and chief brand officer for Denny's since July 2010, is no stranger to big brands.
  • Kerry Pipes
  • 3,787 Reads 1,021 Shares
Rich Hope spent three decades in advertising and is comfortable planning marketing strategies and executing successful campaigns.
  • Kerry Pipes
  • 2,855 Reads
Defining and executing brand strategy for more than 1,150 domestic and international Auntie Anne's franchise locations is no small task.
  • Kerry Pipes
  • 4,919 Reads 1,021 Shares
Dogtopia
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Dogtopia
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Dogtopia
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Managing brand strategy for more than 1,150 domestic and international franchise locations is no small task.
  • Kerry Pipes
  • 4,028 Reads 1,021 Shares
What does franchise marketing have in common with a two-headed turtle?
  • Melinda Caughill
  • 6,796 Reads 1,021 Shares
You won't find much disagreement among today's franchise CMOs and marketing executives with the statement, "Mobile marketing matters."
  • Eddy Goldberg
  • 4,009 Reads 1,021 Shares
As savvy franchise companies continue to flourish in a challenging economy, FUSR continues to bring you good news each month, highlighting brands that are adding units, increasing comp store sales, striking deals with investors, and continuing to grow. And, as the U.S. struggles through its "jobless recovery," growth-oriented franchisors continue to look overseas for expansion opportunities.
  • Eddy Goldberg
  • 7,508 Reads 93 Shares
Steven Rogers has set his company apart from the crowd with a winning formula on acquiring franchise systems in the residential services field. As president and chief executive officer of the Franchise Company, Rogers has amassed 9 franchise operations that provide services to more than 400,000 customers through a network of more than 2,000 franchisees employing 8,500 workers.
  • Joan Szabo
  • 2,898 Reads 1,021 Shares
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