The Myth of the Mainstream
Chasing the mass market is a losing proposition for marketers in a polarized culture. Allying with the subculture that loves you is the best way to drive brand success.
For years, McDonald’s seemed to embody everything that was wrong with the American diet. The brand had become a symbol of food choices that were driving escalating rates of obesity and hypertension.
The company spent more than a decade trying to fight this perception among American consumers by targeting them with messaging about its updated menu, which offered healthier alternatives more in line with contemporary diet trends — but to no avail. Year over year, McDonald’s sales declined, and its brand perception continued ...
Get The Myth of the Mainstream now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
