How to Refresh a Legacy Brand

December 12, 2016

Say the words “better bread” to anyone who grew up in Southeast Wisconsin and they are likely to respond with “better subs,” then sing, “Cous-ins Suuuuuubs,” echoing local radio and TV spots of their youth.

In other parts of the country, the jingle is unfamiliar. Cousins Subs is virtually unknown.

“People who grew up here are surprised to learn Cousins is not a national brand,” says Christine Specht, president and CEO at Cousins Subs, during a recent tour of the company’s Milwaukee headquarters.