Commexis Cast – June 13, 2018: IHOb Reactions and Two Important Marketing Lessons!

Today’s Commexis Cast discusses the reactions to IHOP’s rebranding to IHOb, the International House of Burgers, and two major lessons every marketer and brand can learn from this change.

IHOP has rebranded into IHOb for a limited time. A week’s long speculation on what the “b” in the name stood crafted theories suggesting “breakfast” or “bacon”. But alas, it was burgers. And it didn’t take long for other social media accounts to begin tweeting about the odd change. Here are a couple of the best:

But enough about the fun responses. What can we learn from IHOb’s latest marketing move?

1. Don’t be afraid to try something radically different. 

Doing something different is scary. It’s risky. And risk to many brand managers can be the death knell to a great idea. But there are times when risk can really pay off. For IHOb, their goal was to bring attention to themselves and their burgers, and they achieved so much more than that. A weeks worth of speculation. Branded twitter accounts throwing shade. Guess what? IHOb got attention. IHOb got eyes on their product. We’ll have to see how their return on investment is following this, but I’m sure their impressions and engagements are high.

2. Don’t be afraid to jump on a great opportunity.

Everyone had something to say about IHOb’s rebranding.

While your brand might not have the charisma to tweet like Wendy’s, that doesn’t mean your brand can’t engage in the conversations and trending moments happening in social media. By interacting in the community your brand can begin to establish itself as a thought leader, while also gaining additional exposure.

And hey, it seems like it’s paying off for IHOb, anyway.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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