The Wendy’s Company President and Chief Executive Officer (CEO) Emil Brolick spoke Friday in the first installment of the annual “Boardroom Insights” lecture series sponsored by the Mendoza College of Business.
With nearly three decades of experience, Brolick has done work that includes marketing, brand leadership and product development in companies such as Yum, A&W, Long John Silver’s, Taco Bell and The Wendy’s Company. His lecture Friday explored the idea of “brand relevance” and ways in which the actions of brand leaders affect a brand’s ability to obtain and maintain relevance in a changing world.
Consumers are exposed to thousands of brands, Brolick said. There often is a stark dichotomy between well-positioned and poorly positioned brands. In order for a brand to qualify as well positioned, Brolick said it must have particular characteristics.
“First of all, it ought to be unique,” he said. “Secondly, it ought to be defensible from the competition, and thirdly, it ought to be profitable.”
Brolick said brand leaders should act conscientiously in positioning their brand by considering the effects of everything they do and by striving to create and uphold a good brand name.
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