We're Branding Wizzes
If you know Philadelphia cheesesteaks, then you know the Geno’s Steaks story. Joey Vento built his South Philadelphia empire from a single location and on a single strategy: If you do it right, and it’s working for you, leave it alone. For nearly 50 years, that philosophy served Geno’s spectacularly. However, when Joey’s son Geno took over the business after his father’s death, he recognized Joey’s golden rule wasn’t working like it once did. As the business’s 50th anniversary approached, Geno took several carefully measured steps—including adding locations, developing philanthropic partnerships and leveraging social media as well as Geno’s “celebrity” customers and its position as the premier Philly sports restaurant—to put Geno’s in line with modern society and business strategies. What remained missing was branding that reflected this refreshed attitude.
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