• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Ronald McDonald is now cool and up-to date

What would you have paid to sit in on the board meeting when the marketer and ad agency for McDonald’s unveiled their new idea?

“Heh, I’ve got an idea. Why don’t we take our mascot (Ronald McDonald) and make him a CLOWN!”

An update and refresh on a clown? Are you kidding me?

Clowns are not cool. Clowns are not modern. Clowns are not relevant. Clowns are clowns.

Ronald-McDonald-jpgThe entire idea of making over a clown to make it more up to date with the all the little kids who live and breathe every Ronald McDonald post is ludicrous. My God, this might be enough to get Taco Bell to stop its new campaign out of embarrassment. Don’t these marketing mavens have more important things to do?

So, for those in the fast food or QSR industry that bemoan the McDonalds franchise and hold on the fast-food wallets, take heart. There is hope. McDonalds does not have all the answers because it is obviously not asking the right questions.

Personally, I think the people who recommended the clown update should be photographed and their avatars used in new tweets from McDonald’s. After all, they have at least proved to me that clowns do actually exist.

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