IHOb, Not IHOP
Sometimes even a temporary brand change creates impact
Whether you love that the International House of Pancakes changed its name to the International House of Burgers on Monday or consider it a crime against humanity, the fact is that the company figured out how to lead the conversation.
The restaurant chain, famously known as IHOP, succeeded at getting lots of people to talk about it, driving the online conversation around its name change to IHOb. (Which, fortunately for pancake fans, is only temporary.)
The company has used a variety of tactics to draw attention: It leveraged the element of surprise by not explaining what the “b” meant at first, pushed for a large amount of social media conversation, and had fun with the announcement, issuing a press release that went all-in on the stunt marketing.
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