![]() There were those who said that equity could not and should not be changed. Over the years, the essence of the McDonald’s brand was the perception that it was an affordable, convenient brand for families with kids. ![]() ![]() Brand revitalization means defining where you want the brand to be and then deciding how to get there. “The brand promise is an articulation of the relevant and differentiating experience that the brand will deliver to every customer, every time. At McDonald’s, where I held the post of global CMO, we defined the long-term ambition “to be our customer’s favorite place and way to eat and drink.” For the first three years, the primary focus was on becoming the “favorite place and way to eat.” As Jim Cantalupo, McDonald’s CEO, liked to say, we would “be bigger by being better.” How would we accomplish that?” Rule 2: Restore brand relevance The brand purpose should be aspirational. “Refocusing the organization begins with redefining the brand and business purpose and goals. To quote his own words: “McDonald’s Did It, and You Can Too”. His catchy phrase confirms what I’ve been preaching for the past few years small and mid-sized players have a tremendous advantage in size over bigger entities by their ability to reposition themselves fast. In a recent post on AdvertisingAge, Larry Light, author of “Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands” and global CMO of McDonald’s from 2002 to 2005, teaches us about how McDonald’s was able to revitalize their brand following 6 simple rules.
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