Visual Solutions to Perplexing Dilemmas

By Paula Hendrickson
Sales & Marketing Executive Report
January 21, 1998

So you'd like a magic formula to help build a uniform brand identity as well as streamline sales? Believe it or not, there's a multimedia product new to the market that can do both: DNA Visual Business Solutions' InDX Visual Business Suite (InDX).

Consistency is crucial in any franchise, and InDX's Brand Toolkit offers a simple way to ensure consistency from store to store.

With this CD-ROM-based product, franchise owners can glance at a computer screen, view anything from brand-appropriate color schemes and floor tiles to menu boards and recipes, and then order supplies over the Internet.

TRICON Global Restaurants has already implemented these tool kits in its KFC, Pizza Hut, and Taco Bell chains.

"The number one benefit of buying a franchise is that you're buying a system," says David Wallinga, president and CEO, DNA Visual Business Solutions, Chicago. "You've got to make those tacos just the same as every other franchise. If you're KFC, you have to have the same color of red and white as all the other KFCs."

"With instant access to all of TRICON's marketing resources and the tools essential to the day-to-day marketing efforts of each franchise, the Brand Toolkit delivers information in a far more compelling and usable way than printed field materials ever could," says Kip Knight, vice president of international marketing for KFC.

"What we've built for KFC, Taco Bell, and Pizza Hut is unique to those three brands because we designed it to meet their particular needs," Wallinga says. "We find that for most of our clients, they already have these tools scattered around, but people in the field have no idea where to find them."

This puts it all at their fingertips.

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