When a Global Brand Gets Desperate (And What It Teaches Us About Timing)

When a Global Brand Gets Desperate (And What It Teaches Us About Timing)

KFC just did something that should send shivers down every business owner's spine:

They made Colonel Sanders scowl.

Not a typo. The usually cheerful founder-turned-mascot now glares from billboards, store signage, and social media because KFC is publicly admitting their brand is failing.

Their "Comeback Era" campaign is basically a corporate cry for help, complete with a president who literally said: "If people can give their ex a million second chances, I hope our fans can give us one."

Yikes.

But here's what's fascinating (and terrifying): KFC's desperation is a masterclass in what happens when brands get complacent.


The Slow-Motion Brand Disaster You Probably Missed


While you weren't paying attention, KFC got absolutely demolished by competitors:

  • Raising Cane's, Wingstop, Chick-fil-A, and Popeyes all saw spending increases in 2024
  • KFC's U.S. sales dropped 4% to $4.34 billion
  • 90% of non-customers think the brand is outdated with bland food
  • Consumers don't even consider them for fried chicken anymore

A brand that literally invented the category got beaten at their own game.

How does that even happen?


The Brand Complacency That Kills Businesses


Here's the thing about KFC's downfall: it wasn't sudden.

This was death by a thousand cuts:

  • Resting on their founder's legacy instead of evolving the brand
  • Assuming their recipe was enough to maintain market position
  • Ignoring competitor innovation while sticking to "what worked"
  • Taking customer loyalty for granted instead of earning it daily

Sound familiar?

Because I see this exact pattern in professional services businesses every single day.


The Warning Signs Your Brand Is Becoming the Next KFC


🚨 You haven't refreshed your brand in 3+ years "It's working fine" is not a brand strategy

🚨 Competitors are eating your lunch New players are winning clients you should be getting

🚨 You're competing mainly on price When brands become commodities, price becomes the differentiator

🚨 Your messaging feels stale Even you're bored by your own content

🚨 Client acquisition is getting harder What used to work isn't working anymore


If any of these sound familiar, you're further along the KFC path than you think.


The Rebranding Strategy That Could Have Saved KFC


Instead of waiting until they were haemorrhaging market share, KFC could have:

✨ Evolved their brand story - from "original recipe" to "culinary innovation"

✨ Modernised their visual identity - before it looked completely outdated

✨ Repositioned their founder - as a symbol of quality standards, not just nostalgia

✨ Anticipated market trends - instead of reacting to them

✨ Invested in consistent brand evolution - small changes over time vs. desperate overhauls

The lesson? Proactive brand evolution beats reactive brand desperation every time.


Why Professional Services Brands Are Even More Vulnerable


Here's the brutal truth: if a global brand with unlimited resources can become irrelevant, what makes you think your consultancy is immune?

Professional services businesses are actually MORE vulnerable because:

  • Lower barriers to entry - anyone can start a consultancy
  • Relationship-dependent - clients need to trust you personally
  • Trend-sensitive - methodologies and approaches evolve rapidly
  • Reputation-critical - one outdated brand can kill credibility

You can't coast on past success when new competitors are building modern brands that make you look antiquated.


The Brand Refresh Strategy That Actually Works


Unlike KFC's desperate overhaul, smart brands evolve consistently:


Annual Brand Health Checks

  • Does your brand reflect your current expertise?
  • Are you positioned for tomorrow's market, not yesterday's?
  • What would a new competitor do differently?


Proactive Visual Evolution

  • Refresh your visual identity every 2-3 years
  • Update photography, graphics, and design elements
  • Ensure your brand looks current, not dated


Message Modernisation

  • Review your positioning annually
  • Update your value propositions
  • Ensure your language resonates with today's buyers


Competitive Differentiation

  • Monitor what competitors are doing
  • Identify gaps in the market
  • Position yourself distinctly, not defensively


The Walking Revelation


Ian and I were discussing KFC's rebrand during our evening walk yesterday (fitness goals are still happening!), and he made this observation:

"It's like they're trying to fix a relationship that's been broken for years with one grand gesture."

Exactly.

Brand relationships, like personal ones, need consistent attention and care. Ignore them for too long, and no amount of desperate gestures will win back what you've lost.


The Questions Every Business Owner Should Ask Right Now


About your current brand:

  • When did you last objectively evaluate your brand's relevance?
  • Are you leading your market or following it?
  • What would a new competitor do to position against you?


About your brand future:

  • Where will your industry be in 3 years?
  • What will your ideal clients expect then?
  • How can you position yourself for that future now?


About your brand evolution:

  • What small changes could keep you ahead of the curve?
  • Where are you being complacent?
  • What would a refresh vs. rebrand look like for your business?


The Opportunity KFC's Desperation Reveals


While established brands struggle with complacency, there's a massive opportunity for businesses that commit to consistent brand evolution.

The professional services firms that will dominate the next decade? They're the ones that:

  • Evolve before they have to
  • Innovate instead of imitate
  • Build brand equity consistently
  • Position for the future, not the past

They don't wait for a crisis to invest in their brand. They prevent the crisis by never getting complacent.


The Bottom Line


KFC's "Comeback Era" is a cautionary tale about what happens when brands rest on their laurels.

But it's also a blueprint for what NOT to do.

Don't wait until you're losing market share to refresh your brand. Don't assume your reputation will carry you forever. Don't let competitors define the future of your industry.

Evolve your brand consistently, or watch someone else evolve past you.

The choice is yours. But choose quickly - your next competitor is already building the brand that will make you look like yesterday's news.


When did you last refresh your brand? What's keeping you from evolving it proactively? Hit reply and let me know - I'm curious about what holds professional services back from consistent brand evolution.


Ready to build a brand that evolves with your business instead of holding it back?

Let's talk about creating a brand strategy that keeps you ahead of the curve →