Marketing with authority

Marketing with authority

Real people crowd out advertising mascots as brands highlight authenticity

Wendy’s has jettisoned its 3-year-old tagline, “You know when it’s real,” in favor of new commercials starring the burger chain’s namesake and daughter of founder and longtime spokesman Dave Thomas. The chain is counting on Wendy Thomas’ authenticity to reinforce the point that the quality message she carries is genuine — much as her father did in the hundreds of commercials he made for Wendy’s.


“Dave Thomas had the level of authe

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