That animated fish is fascinating, but more food focus would have made Captain D’s rebranding spot stronger

That animated fish is fascinating, but more food focus would have made Captain D’s rebranding spot stronger

Captain D’s Seafood Kitchen is no rookie when it comes to rebranding.

The chain began its latest rebranding effort in August 2006, which was less than four years after its previous brand-revamping campaign broke in early 2003.

The Nashville, Tenn.-based franchisor now has deployed a new logo, new trading name—it used to be just Captain D’s Seafood—new menu and new store design.

Of course, the nearly 600-unit chain

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