Fast Company

When Children Outshine the Parents

Speaking of sports, let's turn our attention to the Kentucky Derby.

The Wall Street Journal reports that Yum Brands -- parent company of the better-known KFC, Pizza Hut, and Taco Bell enterprises -- has hitched its star to the Kentucky Derby wagon. (Online subscription required.)

Makes sense. Or does it?

It's an interesting gamble. People may not know what Yum Brands is... and this could help educate them -- in terms of their understanding that Yum Brands embraces the other brands. But at the same time, who cares?

Does the man on the street resonate more with Taco Bell or Long John Silver's than... well, Yum? Might that not be a more solid branding opportunity? Sure, they're related, but I still wonder. Does the woman on Wall Street follow horse racing closely enough to consider placing a bet on Yum?

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4 Comments

  • mahendrakumardash

    Mostly the children outshine their parents in many field.It is the age of the young.But again their blood is hot and required is cool decision at many points of management level and it requires experience.

  • Nick Roy

    First, Yum brands could be trying to seek investors from this upscale market. Or, the could be trying another avenue to promote their three brands to an upscale market.

  • Sam

    I disagree. If you like McDonalds, you know where to get a share of the stock. If you like Taco Bell, then where do you go?

    I think Yum is trying to educate an upscale market about the relationship (and strength) of their various brands. That will allow for a more diverse group of investors. Their investor base currently tips more to large-scale industrial investors rather than private individuals. Adding some diversity will be good for the security.

  • JR

    I agree... it does not neccessarily sound like a good idea to try to push the Yum umbrella brand.

    Anybody remember the "We Are Beatrice" ads from the 1980s that attempted to push a similar link between various grocery products? All it accomplished was freaking people out.