If I am not mistaken, this is the first fast-food company that I have recognized as a brand champion. I am not necessarily advocating fast-food, but any organization that understands who they are and has lasted for 40 years understands what it means to be a brand champion. This brand has been effective in staying true to its identity on many levels.

I can remember when Wendy's and its founder the late Dave Thomas opened their doors. Prior to then McDonald's had a strangle hold on the fast-food burger industry. I recall how as a youth (a very, very young one) I thought the name was stupid. I wondered why a company would pick a girl's name and image as a logo. Of course I was a young naive boy at the time and did not know a thing about brand development then.

Fast forward forty years, I think I know a thing or two about brands and now marvel at the thinking behind the name and the time-tested image. I also understand the value of building a sustainable brand based on mission, core values and stakeholder engagement. Even though I am not a regular visitor to this establishment, unless I am on the road and craving a chocolate frosty, I am a champion of this brand. For their brand building efforts, Wendy's is the Brand Champion of the Day!