Rebranding/Evolution of a brand:
Over the last five years or so, Taco Bell has shown exceptional branding courage when it developed four different concepts for their stores: Modern Explore, Heritage, California Sol and Urban Edge. There has been a pop-up store created in a shipping container at the South By Southwest media festival held in Austin, TX. There are walk-up windows in urban communities (vs. drive up windows) as well as outdoor seating space. Even the logo has evolved and expanded to other colorations rather than just the original logo colors of yellow, pink and purple. Some stores have posters indicating that they are using solar panels while others will identify the source of the wood used in the building. Local artists are commissioned to create murals and materials for the furniture also have designed locally.
And, as Grethel pointed out to me, the Taco Bell Cantina in Las Vegas not only serves alcoholic beverages, but even has a wedding chapel upstairs!
So, what does this kind of creativity, flexibility and growth represent for a company such as Taco Bell?
Look for some Taco Bell ads on the internet – compare/contrast them for their different concepts – what remains consistent and what is altered when selling the store concepts? Does the type face remain the same? What about coloration? Style? Food available? Hours? Deconstruct at least one ad but compare several for points of overlap as well as deviation.
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