2019 Brand of the Year: Popeyes

Every year I pick a brand that to my eye has amassed the most marketing attention, in a good way, and just basically has done it “right.” Whatever “right” can mean year after year and brand after brand.

There were a bunch to choose from this year when you look at what P&G has done with its initiatives including “The Look,” Tide, and Gillette. Kellogg’s re-emerged as a player with major programs supporting autism and diversity/inclusion. World Pride created an entire legion of brand activity, all of which captured hearts and engagement.

But this year, for 2019, I have to give Brand of the Year to Popeyes.

More than any other brand in pretty much any other category, Popeyes did it right this year with “I’m Back” and its new chicken sandwich. The brand did it right even when it would have been so easy to go wrong. It knew when to speak up, when to shout it out, and when to simply keep quiet. It used influencer strategy masterfully and social media like it was nobody’s business. It took disadvantages to its advantage, and let its competitors sweat it out while it calmly took the spotlight.

Bravo, Popeyes. An overnight sensation that was a long time in the making, which makes it even that much more impressive.

What would be your pick for Brand of the Year? What’s your experience? JIM