The Sonic brand is for losers
Tom Dougherty, CEO – Stealing Share
5 December 2013
How do I know Sonic is for losers? Because they’re right there on the screen.
One would think that fast food chains like Burger King would learn the lesson that you can’t “menu” your way into really challenging McDonalds for fast food dominance. I have written many blogs about Burger King doing it all wrong and how Hardees was at least positioned against males. That is something.
But today I decided it was time to speak up about the long running campaign by Sonic. It’s ALL about menu choices. As if people choose McDonalds because of the food.
“Well, it’s clearly the choice of dorky losers.”
Sonic advertising leaves me with two dorks
So, after eliminating the power of menu choices, what is left in the brand messages? Well, it’s clearly the choice of dorky losers. Now there is an aspirational brand if ever I heard one. I guess THIS is how you Sonic. I guess this is why I never go.
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