McDonald’s is blind
Tom Dougherty, CEO – Stealing Share
7 January 2015
McDonalds new brand vision is brand blind
As you probably know, McDonalds has had its share of problems lately. Its same-store sales and revenue have declined. To be fair, other fast food chains have declined as well, but when the undisputed category leader has problems everyone notices.
So what does McDonalds marketing do? It creates a new (ahem) brand vision for the company.
In essence their new brand vision is “I’m lovin’ it.” Sound familiar? Yes, it’s the same line it has used since 2003, but McDonalds wants us to know that this time there will more more focus on the “lovin’’” part.
[youtube]https://www.youtube.com/watch?v=dDYIpSejTmw[/youtube]So what was the focus for the past decade, I wonder?
“Our brand’s renewed focus on lovin’ will come to life in ways that inspire people to recognize and celebrate the lovin’ they share with each other every day.” – McDonalds Press Release 1-2-15
As iconic as McDonalds is as a fixture in American heritage, it has sure lost its way in terms of what its brand means. To help remedy its declining sales, McDonalds is actually going to do nothing with its brand. Sure, it’ll do new ads, change the uniforms and packaging, and tweak the menu a bit, but this is not a new brand vision. This is old Madison Avenue ad-speak, devoid of any real brand meaning and therefore meaningless.
With a brand like McDonalds, Stealing Share would never try or suggest that it needs to reinvent the wheel. McDonalds is an international icon. However, even the best wheels need new tires from time to time. “I’m lovin’ it” is just a retread.
iPhone X with AT&T Tom Dougherty, CEO - Stealing Share 15 February 2018 Upgrading to an iPhone X? Don't use AT&T Upgrading to an iPhone X sports its share of problems. Especially when dealing with AT&T. Like many who upgraded, I paid a nominal fee and traded in my...
LA Times Tom Dougherty, CEO - Stealing Share 9 February 2018 What's to become of the LA Times? Do you subscribe to a daily newspaper? Judging by the state of print media, I’m guessing few of you do. That’s why the purchase of the LA Times by billionaire Patrick...
Wendys hamburgers Tom Dougherty, CEO - Stealing Share 1 February 2018 Wendys hamburgers directly take on McDonalds Normally, I praise brands directly taking on other brands. The only way to steal market share is to position yourself directly against the competition....