Building Brand Lore. Rethinking Fame for a Fragmented World.

In a fragmented, sales-driven world, brands are told to solve complexity with big, unifying campaigns. KFC Spain learned the opposite: fragmentation can be a strategic advantage.

Join this session to discover how, with a fraction of category budgets and heavy daily sales pressure, the brand shifted from limited “brand campaign” moments to building brand lore: “lots of little” culturally amplified, creatively ambitious tactical activations connected by the brand’s strategy.

Attendees will find out how to create a world of stories, icons and rituals that can strengthen consideration, drive sales and build a cult-like following. See the examples and the model that turned tactics into lore and fragmentation into effectiveness.

• Can you turn fragmentation into a brand building tool?
• How can tactical sales-driven briefs contribute to long term objectives?
• How do you stay consistent in a “lots of littles” model?