Q&A: IHOP's CMO Discusses IHOb and the Toughest Aspect of Being a Challenger Brand

'We knew we had to do something big and bold,' said Brad Haley

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One of Brad Haley’s goals at IHOP over the past 18 months has been to unlock what he called the “latent love” for the chain.

Since its launch in Los Angeles in 1958, IHOP has been a symbol of Americana. But in more recent times, the DineEquity brand had struggled to stand out in the hyper-competitive world of sit-down restaurants.

Then, last summer, Haley changed IHOP’s iconic name. Well, sort of.

Haley, CMO of the Dine Brands Global-owned brand since August 2017 and the one who brought in Droga5 to reinvigorate its advertising, will take the stage as one of the keynote speakers for Challenger Brands: A Brandweek Event, Feb.

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