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IHOP's "rebranding" effort, which features a limited-time name change to IHOb, is designed to be disruptive and attention-grabbing more than a serious company rebrand, says Chief Marketing Officer Brad Haley. The IHOb campaign has attracted national attention, with 15,000-plus earned media stories, a potential social media conversation reach of 3.4 billion people and an average of 92 shares per story.

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