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Arcane

Stealth • 2m

THE HIDDEN REASON BEHIND KFC'S REBRAND In 1991, Kentucky Fried chicken announced that it was officially changing its name to "KFC" The OFFICIAL REASON given was that health-conscious customers didn't like the word "fried," which they associated with unhealthy, high-cholesterol food. To win back those customers and highlight healthier options on the menu, the company wanted a fresher, more appealing brand image and hence the name change. But, the REAL reason had little to do with healthy eating and everything to do with money. In 1990, the state of Kentucky trademarked its name to generate revenue from licensing fees. So businesses using the word "Kentucky," including Kentucky Fried Chicken, would have to pay the state. Rather than pay these fees, the company opted to drop "Kentucky" and rebrand as KFC. By TIMING the name change with a new product lineup, KFC managed to distract from the financial motive and present it as part of a health-driven rebranding. Clever, right?

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