8. • January 2002: Dave Thomas dies after a decade long battle
with liver cancer. 6,000 Wendy’s restaurants are in operation.
• January 2002: Wendy’s decides to continue to run Dave
commercials as a tribute to their founder
• 2003-2005: Series of flopped commercials & spokesperson
“Mr. Wendy.”
• 2006-2007: Still struggling with “Missing Dave” Men in Wendy
wigs commercials flop
• 2008: Animated Wendy becomes new spokesperson
• 2011: Wendy’s announces “Dave’s Hot n’ Juicy
Cheeseburgers.” – 1st burger to be named after the founder
15. • January 2011: Jobs announces a medical leave from
Apple, Inc. spurring a new round of speculation about his
long-term health issues
• August 2011: Jobs announces he is stepping down as
CEO of Apple
• October 4, 2011: iPhone 4S announcement
• October 5, 2011: Apple announces Steve Jobs has died
25. • Create a legacy narrative for your founder that exists in a
permanent digital medium
• Stay true to the organizations current mission and
message
• Channel your inner founder: “What would Steve do?”
• Pay tribute and use nostalgia to increase brand
confidence