To turn a small, regional fast food chain into an iconic brand, we hired a group of experts to help us understand the qualities and characteristics of icons. We set up and facilitated a conversation among “icon experts” across the country. It included the founder of Second City who helped us understand what makes comedians like John Belushi iconic, a professor of architecture at the University of Illinois to understand what makes structures like the Guggenheim and the Golden Gate Bridge iconic, and a producer on Rocky IV and Return of the Jedi to help us understand what makes characters and stories iconic. This research was supplemented with a brand equity study, an A&U survey, consumer segmentation, and co-creation groups which resulted in a new positioning that provided a genuine and powerful foundation for a prosperous future.