iHOB: international house of ???

Let’s not bury the lede. iHOP wants to be known for more than just breakfast. They’d love it if you thought of them for “burgers” … and more broadly, lunch and dinner. The company isn’t changing its name; it’s just a marketing campaign. And boy, it worked. The surprise reveal goaded other brands into having a bit of fun at their expense: Burger King, Chiquita Bananas, even O.B. tampons. (It’s hysterical; you should Google these.) Sure, iHOP got razzed pretty good, but they also created a frenzy of attention and showed that they were strong enough to have some good natured fun. If that’s not a humanistic strategy, I’m not sure what is.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: iHOP (iHOB)

#marketing #ihob

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