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Potbelly was on its way to a new era.
The sandwich chain had found a new CMO in Brandon Rhoten, the digital marketing pioneer who’d turned Wendy’s into one of the most dominant social media voices in the brand universe. He had led an extensive research project that uncovered a key growth opportunity, and creative was in development to achieve that new brand positioning.
There was only one problem: The new positioning was playing up Potbelly as “the place to go for a lunch break,” just as a
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