3. Branding is Powerful
Dr. Thomas
Robinson of
Stanford University
Taste test with a
total of 63 kids aged
3 to 5
Preferred Golden
Arches wrapped
food
4. The dark side of brand
Morgan Spurlock’s “Super-size Me”
Cheap, fast, predictable
University of Minnesota, surveyed 560
adults by phone (selected randomly)
You do not want to be “the McDonalds of
small business”
5. Do want to use…
Create product/service with
customer in mind
Have product/service
available at right
place/time/quantity [50% live
near McDonalds]
Price according to costs;
profit margins; competition
Promote to the right
audience through the right
media
