Found in translation: redefining a western brand in an eastern context

Dominic Lefebvre
The Leading Edge, Singapore

Andrew Povolny
The Leading Edge, Australia

BLENDING CREATIVITY WITH RIGOUR: THE THINKING BEHIND BRAND REVELATIONS

The marketing and consumer world is now more than ever one of proliferation, clutter and competitiveness. Yet most brand guardians necessarily seek to 'own' a clear and unique positioning for their brand within the marketing landscape with which to engage and motivate consumers. The case study within this paper illustrates how the Brand Revelations process enabled Pizza Hut Korea to address this very issue. The Pizza Hut brand was a pioneer for the market in Korea, but after many years of success was starting to show signs that consumers were becoming more ambivalent towards the brand as other market entrants were proliferating. There was a clear need to reengage consumers and reignite the brand in the minds of the Korean consumer. The team needed to fundamentally address what Pizza Hut could and should stand for in a rapidly changing category.