May 14, 2013 at 11:56 AM

Rebranding the Santa Fe Capital Grill

StrategicTuesday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Listen to our featured Ask Those Branding Guysradio show podcast: Rebranding Santa Fe Capitol Grill

Hello, I’m Jim Glover, That Branding Guy, forOnce a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes to rebrand a local restaurant.

On our radio show Ask Those Branding Guys, we spoke with Patrick Torres, General Manager of Santa Fe Capitol Grill, an established restaurant located in Santa Fe, New Mexico. Torres has been tasked by the owner to enhance the brand image of the restaurant and create greater mindshare with existing and new customers.

Torres discusses the strategy he is using to rebrand and attract new restaurant-goers. He explains that the experience is a key factor along with establishing a desirable dining environment. He is striving to make the establishment hip, cool and family-friendly. Santa Fe Capitolis targeting Gen Y (18 to 33 year olds) with a new DJ night on Tuesdays and also attracting Hispanic and Latinos, a large percentage of the Santa Fe population.

Also appearing on the show was Mark Smither, VP and Strategic Director at Paulsen Marketing, experts in agriculture and rural lifestyle marketing. Smither shared his insight around how to brand agriculture products and appeal to target markets. Kubota Tractor was highlighted, one of Paulsen long-standing clients. Smither also noted the importance of a brand being unique, compelling and believable.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. You can listen to Ask Those Branding Guys every Monday at noon (MDT) as it streams live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

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