The “Jack-in-the-Box Experiment” Shows Why Your Business Needs a Personality
If you own your own business, what does it cost you NOT to be the face of the business? In this video, we look at how one big company screwed themselves out of market share by removing the personality from their business.
If you own your own business, what does it cost you NOT to be the face of the business?
Consider the company Jack in the Box. Back in the early 80s, the company decided that they needed an image makeover. They were losing market share to McDonalds, Burger King and Wendy’s. So they decided as part of the corporate makeover that a new logo would help.
Their old logo featured the clown head we know today as Jack. Back then, Jack didn’t have a personality; he just had a face. The company didn’t just replace Jack. They assassinated him in a series of pretty famous commercials. They literally blew him away. It didn’t help though. In fact, it hurt. Jack in the Box continued to lose market share to the other burger slingers over the next decade.
Then in the mid-90s, the company changed direction again. They brought the clown back. They gave him a voice and a personality as well. Almost overnight, the company became synonymous with the personality. And the rest is history.
Today, Jack in the Box is an undisputed leader in the space. And it all goes back to their decision to give the company itself a face and a personality embodied in the person of Jack the clown.
Talk to you next time.
The company didn’t just replace Jack.
They assassinated him…
They literally blew him away.
It didn’t help though.