New KFC tagline won't ruffle any feathers

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"'Finger lickin' good' is very good but it's very food-centric," says Martin Shuker, chief executive of KFC UK and Ireland.
"'So Good' is still about the food but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people and our community," adds Shuker. (courtesy Brisbane Times)

Wishful thinking.

Messaging needs to first and foremost differentiate the product, how it's produced, how it's delivered and create interest.  If you try and cover too many bases by using a tagline that could be applied to anything, it will have little or no influence. 

Taglines that are not provocative or memorable will become insignificant,and superfluous to marketing strategy. You will then be at the mercy of your market who will decide how to categorise you.

Taglines are an opportunity to choose your category and state your position. 

This means being ruthless, intriguing and simplistic in your choice. Trivialising your communications with management speak will get you nowhere.

 

© Hamish Chadwick 2011