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The Ultimate Brand Identity Crisis

Wendy’s Background

Wendy’s Crisis Overview

• January 2002: Dave Thomas dies after a decade long battle with liver cancer. 6,000 Wendy’s restaurants are in operation.

• January 2002: Wendy’s decides to continue to run Dave commercials as a tribute to their founder

• 2003-2005: Series of flopped commercials & spokesperson “Mr. Wendy.”

• 2006-2007: Still struggling with “Missing Dave” Men in Wendy wigs commercials flop

• 2008: Animated Wendy becomes new spokesperson

• 2011: Wendy’s announces “Dave’s Hot n’ Juicy Cheeseburgers.” – 1st burger to be named after the founder

Discussion

Apple’s Crisis Overview

• January 2011: Jobs announces a medical leave from Apple, Inc. spurring a new round of speculation about his long-term health issues

• August 2011: Jobs announces he is stepping down as CEO of Apple

• October 4, 2011: iPhone 4S announcement

• October 5, 2011: Apple announces Steve Jobs has died

What Can Apple Learn From Wendy’s?

• Create a legacy narrative for your founder that exists in a permanent digital medium

• Stay true to the organizations current mission and message

• Channel your inner founder: “What would Steve do?”

• Pay tribute and use nostalgia to increase brand confidence