McDonald's Will Blog Soon, I Bet
AdAge.com reports that McDonald's CMO Larry Light said today that going forward, marketers had to learn how to use many stories to explain a brand - a concept he dubbed "brand journalism."
Light declared the advertising world had reached "the end of brand positioning as we know it" and that McDonald's was, in effect, abandoning the concept that one message would fit all markets.
Reading this I bet Mickey D's will start blogging any day. The blogosphere needs a Grimace Blog!
Yes, but it will only be cool when you can download the Hamburgler's latest posts directly to your adult happy meal pedometer for mobile brandwashing.
Posted by: Peter Davidson | Wednesday, June 16, 2004 at 07:37 PM
That was exactly my reaction when I read the same article earlier today... But who knows, the 'chronicle' of a brand, or brand journalism, may mean different things to us that to the McDonald's chief marketing officer. Let's see.
Posted by: Adriana Cronin | Thursday, June 17, 2004 at 07:45 AM
That was exactly my reaction when I read the same article earlier today... But who knows, the 'chronicle' of a brand, or brand journalism, may mean different things to us that to the McDonald's chief marketing officer. Let's see.
Posted by: Adriana Cronin | Thursday, June 17, 2004 at 07:45 AM
Speaking of the Hamburglar, can you imagine what a Hamburglar blog would look like? It would have one post...
Robble, robble
Robble, robble
Posted by Hamburglar| June 17 12:00 noon
Sorry, couldn't resist.
Posted by: Tom Hespos | Thursday, June 17, 2004 at 09:17 AM
Talk is one thing; action another. It takes hide-bound corps like McD's years to shift fundamental practices. We'll see what happens. I suspect half the reason for this declaration was in reaction to the wider release of Spurlock's "Super Size Me" movie....
Posted by: CT | Thursday, June 17, 2004 at 08:50 PM
In this situation, the runner posts(shows) an impertinent physical condition, while the others sink into the effort. At the conclusion of the journey(running) this runner shows an exceptional state of coolness, as if he had crossed(gone through) only some kilometres.
Posted by: starcycle | Thursday, January 25, 2007 at 07:58 AM