The above video interview is from the ANA Brand Conference in NYC.
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I interviewed Danielle Vona, Vice President & Chief Marketing Officer, SONIC, at the ANA Brand conference in NYC.
SONIC, the nation’s largest chain of drive-in restaurants, has been successful in positioning themselves as an honest and down-to-earth brand to their consumers. SONIC’s television advertising campaigns have focused on two customers having very honest conversations with each other in their car. SONIC also “kept it real” last summer with the introduction of their Real Ice Cream which included product quality improvements such as removing or reducing high fructose corn syrup and replacing it with more natural ingredients.
SONIC is also committed to community giving and views their restaurants as more than a great place to have an Extra-Long Cheese Coney. In September 2008, SONIC launched their successful Limeades for Learning program which is a cause-marketing initiative that empowers consumers to direct more than $500,000 in grants to public school teachers nationwide. Limeades for Learning was launched in the middle of a down economy and helped SONIC navigate successfully through corporate mistrust among consumers during that time.
Hear how SONIC is successfully building their brand through positioning themselves to everyday, real people and by giving back to their local communities.
