KFC found authenticity ‘accidentally’ with HCG campaign that connected with consumers

The most successful brands are those with real founders who give the business a human connection with consumers, the head of marketing for YUM Brands has said.

Nikki Lawson told the Mumbrella/Getty Images seminar on Brand Authenticity YUM – owners of KFC and Pizza Hut – had run a global gathering of marketing leaders to investigate the direction for their brands, looking deeply into what made made them relevant to consumers and what purpose the brands had.

And she also warned that brands needed to be clear about what they were trying to say to the community, citing Coles as an example of a brand saying one thing with its support for Australian business through its marketing and another with who it was dealing with some suppliers.

She said that brands needed to behave in a way that consumers expected.