How to Bring a Legacy Brand Back to Life with George Felix (Chili's)

What does it really take to make an old brand exciting again?
George Felix is Executive Vice President and Chief Marketing Officer at Brinker International, where he leads marketing for Chili’s Grill & Bar and Maggiano’s Little Italy. He’s helped bring Chili’s back to category leadership in both sales and traffic by pairing brand strategy with better operations, smarter focus, and a lot of creativity.

George shares how great turnarounds start by “digging through the attic” to find what made a brand distinctive in the first place and make it relevant again. He explains why brand strategy should guide everything teams do, why fewer, better things always win, and how cross-functional collaboration can deliver a better guest experience.

In this episode, you’ll learn:
✨ How to uncover unique, ownable equities that a brand can leverage
✨ Why fewer, better offerings drive better brand and business results
✨ How internal teams can help uncover real consumer truths, not just trends
✨ How to get out of the “marketing bubble” and into the business
✨ Why a brand North Star is critical to guide company-wide decisions

A conversation for leaders trying to revive a brand, sharpen what their brand stands for, and use creativity to drive a business.

George’s Creative Inspiration
Book: For the Culture by Marcus Collins
Brand: Tubi
Beverage: Ranch water
Song: “Eye of the Tiger” by Survivor

Видео How to Bring a Legacy Brand Back to Life with George Felix (Chili's) канала StarryEyed Strategy