Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

McDonald's Almost Gets It

The theme of this chapter is billions of dollars wasted on dead-on-arrival brand promises/taglines—and by companies that should know better. A company with billions of product served since its founding (which should know better) is McDonald's. Just like at McDonald's, where billions of burgers have landed in the stomachs of millions of consumers worldwide, billions and billions of impressions assault our brains during our lifetime. What we remember and what we forget is what marketers constantly strive to figure out so their product/service messages wind up in the remembered part of our cortex. The approach most marketers take is to “keep up with the times” and change their brand promise or tagline on a regular basis. ...