McDonald’s

You are currently browsing articles tagged McDonald’s.

Important! Brand Names.

April 8, 2010 in Marketing | 0 Comments

What’s in a name?  Everything.  Would Tiger Woods have attracted the same attention (hmm, hmm) had his name been Frederick?  Would McDonald’s have enticed as many coffee drinkers had they named it McCoffee?  Would the iPhone had the same penetration with the name Nexus?  Hee hee. 

Your brand name is your package…without the package.  A good brand name is critical.  I love my brand “What’s the Idea”? It’s active. It challenges thought. Has a bit of a NY edge. As a brand planner, it defines what I do: Find the business building brand idea. 

Zude vs. Mashpan

If brands are empty vessels into which marketers pour meaning, then colorful descriptive vessels have a head start.  I worked for a very cool web property called Zude.  The CTO used to say “dude” a lot and no one owned the Zs so that’s what we went with. Doh. Zude was the world’s first drag-and-drop, free form social computing property.  I used to say “If you can drag and drop and type, you can have a website.” There were very few objects on the web you couldn’t drag onto your Zude page.  I lobbied for the name Mashpan.  “Mash” being shorthand for mash-up and “Pan” meaning everyone, everywhere, everything. (Mashpan also sounds like a home brewer’s tool…and I like beer.)  Zude vs. Mashpan may have been a billion dollar decision.

Hey start-ups, sweat the name. And for those of you thinking about changing your name? Should you have a nice pour in your vessel already, think twice. Peace!

Possibly Related Posts:


Tags: , , , , , , , , , ,

Twitter is not for coupons.

December 1, 2009 in Marketing, twitter | 0 Comments

coupons sheet

In a meeting this past summer a young account manager working at a brand design firm asked me about Twitter. “What do you use it for?” He was of an age, late 20s I’m guessing, not known for heavy Twitter usage.  Lots of business people are asking the same question today – especially as it relates to brands.

Here’s how I use Twitter: My Twitter persona is me. It’s my personality. I blog daily about marketing in the hope of getting smarter, sharing thoughts, instigating discussion and, hopefully, create relationships that will generate da monies. Not being a great or polished writer, I use the blog more for idea sharing and insights which, unfortunately, sometimes come across as pedantic with a little “know it all” mixed in. Sorry about that. It’s about 40% me.

Twitter is 100% me. I have more fun on Twitter. I’m a more complete person. It shows my politics. Musical tastes. It may not capture the cur dog I am in real life, but it’s a pretty accurate view. And that’s what Twitter should be to brands. Not a coupon house. Not a freakin’ smiley face, obsequious customer care person. The real brand.

McDonald’s social strategy is “Deepen and enrich the brand’s relationship with consumers through knowledge, sharing and entertainment.” If that strategy is carried out and governed by the brand plan in a compelling, timely manner (timely is key) it can be an amazing tool. It’s early, but Twitter will change marketing as we know it. Peace!

Possibly Related Posts:


Tags: , , , , ,

IBM is back.

January 19, 2009 in Marketing | 0 Comments

What’s the idea with IBM?

Well, it’s nice to see IBM advertising on TV again. I watched a couple of its ads during the NFL playoffs yesterday and there was something reassuring about them.  (It’s been a while.) One ad talked about the computing power of a pedaflop, whatever that is. IBM’s new editorial-like “Think” campaign is intended to get people thinking about solving the planet’s problems. And this thinking, they infer, will be best supported by massive, raw computing power. It’s a nice idea. And timely. The print works better than the TV and though the TV doesn’t mention the “Think” device, the idea holds together.

IBM is making money. It is making big ass computers. And it’s making some noise. In a tough economy, this is good to see. Especially after all those dollar menu ads by McDonald’s. Peace!

 

Possibly Related Posts:


Tags: , , , , , ,

McDonald’s Sales Up, but Ads Trending Down.

November 14, 2008 in Marketing | 0 Comments

 

 

Sitting around the big screen with a bunch of guys watching football the other night, one remarked how McDonald’s didn’t advertise like it used to.  “Remember how they used to be all over the place?  Their business isn’t good,” said this gentleman.  Marketing student that I am, in a very non-confrontational way (burger politics) I offered that McDonalds’s is actually doing quite well, thanks to the dollar menu and the softening economy.  Something in my memory telling me that quarterly sales have continued up since the introduction of salads and the “I’m lovin’ it” idea.

But this one consumer is not seeing the advertising. And though I know he really is seeing and hearing it, he doesn’t remember.  Something is missing lately from McDonald’s advertising. They still have that wonderful ba-tah-bah-bah-bah mnemonic.  The brand proposition is still somewhat tight (family and fun.)  New products (Southern Chicken sandie) are on target.  But the ads are too diffuse.  What’s the idea?  

Remember SNL’s “more cowbell.”  McDonald’s needs more red and yellow.  They need to better understand the “it” in “I’m lovin’ it.” And they need to find relevance beyond value.  Peace!  

 

 

Possibly Related Posts:


Tags: , , , , ,

Is Burger King Targeting Future Fathers?

August 19, 2008 in Marketing | 0 Comments

Crispin Porter Bogusky’s work for Burger King, love it or not, has contributed to the fast food giant’s resurgence. I believe it’s their strategic help, especially in targeting young men, that has turned the tide more than their creative, but let’s not quibble.
 
A recent example of Crispin’s smarts can be found in its use of creative talent Seth MacFarlane to help sell burgers. Mr. MacFarlane, the creative force behind “Family Guy,” will be creating animated BK spots running as pre-roll for his new internet property called “Seth MacFarlane’s Cavalcade of Cartoon Comedy” which will be distributed via Google.
 
As a believer that content is king when it comes to creative, this is a brilliant move. So long as he isn’t spread too thin, Mr. MacFarlane who really knows how to talk to BK’s core audience should kill with this creative. Watch out Mickey Ds, Burger King is winning over future fathers who in a couple of years will be driving right by the Golden Arches with the kids.
 

Possibly Related Posts:


Tags: , , , , , , ,

McDonald’s Lost Opportunity. On a sesame seed bun.

June 10, 2008 in Marketing | 0 Comments

 

 
 
If you are a student of marketing, fast food is a very exciting category.  It responds immediately to advertising.  Burger King is on its way back for the zillionth time and it looks as Crispin Porter Bogusky’s work is finally paying off.  Never a big fan of all the “king” advertising, I do appreciate how he is weaved into the core (youth) customer message of “eat big , eat tasty.”
 
On a roll since “I’m loving’ it” and especially so since the launch of salads, McDonald’s is currently pursing a pretty smart beverage strategy and has a winner on its hands with the new Southern Style Chicken sandwich. Maybe the new chicken sandwich will help win back some share lost to Burger King. And you can tell Mickey Dees is feeling a little Whopper pain because they’re launching a new promo for the Big Mac. But here’s the rub: to get younger customers interested in this dated sandwich, McDonald’s is hosting a consumer generated contest. Dohhhh!
 
According to an Ad Age interview: “Customers will be able to go online, create or mix their own version of the two all-beef patties jingle through MySpace,”  the best of which will be aired on TV. For those who don’t know the old Big Mac jingle it went something like this: Two all beef-patties, cheese, onions, pickles, lettuce, special sauce on a sesame seed bun. (Does it get any “funner” than that?)
 
This is an example of a marketing meeting gone wrong where the alpha fe/male says, “We need a promo, let’s do something with consumer generated content.” and the rest of the room does the account executive nod.
 
They’ll get lots of entries, I know. They’ll sell some incremental Big Macs, I know. And it may be worth a quarter’s worth of improved sales, but it’s still a lazy tactic for a fast food juggernaut.
 
 

Possibly Related Posts:


Tags: , , , , , , ,

Faster food

January 30, 2008 in Marketing | 0 Comments

Here’s an idea for McDonald’s as it sets its plans for China. Loose the stores and build just drive-thrus. 

China is the world’s fastest growing major auto market. In many locations, I’ll bet over 80% of the customers arrive to McDonald’s – so why not rid the locations of the big walk-in real estate and simply build 30-40 drive up windows fed by a production facility built underground. The goal would be to get people served in under a minute, including drive-up.

 
With some walk-up windows for bicyclists and a sheltered picnic area for seating and bathrooms, McDoald’s new storefront-less, fully-automated approach, would revolutionize fast food the way it did in the 1950 and 60s.
 
It’s worth a try.  And in a market overflowing with people and cars, it seems a no-brainer. 
 

Possibly Related Posts:


Tags: , , , ,