It's not all sunshine and rainbows in marketing.
What happens when your brand is broken?
What happens when you have one of the most globally recognized brands but your sales are flat even though you're spending $1.5 billion on advertising?
What happens when you're losing the youth market and competitors like Starbucks, Chipotle and Shake Shack are eating away at your market share?
Forget brand makeovers, rebrands and a better ad campaign. What McDonalds needs to stay relevant is something far more radical.
In this case study presentation I look at McDonalds. What is the root cause of the McDonalds brand marketing strategy? Why is more "branding" and more of the old ad agency model going to create more of the same problem? And how can McDonalds fix its brand through building a powerful Frontline Brand Experience?
In this presentation, I look at the shift from Branding to Brand Experience and the 3 areas McDonalds needs to focus on to fix its broken brand.
3. GRAHAMDBROWN.COM
In this presentation,
we’ll look at what
McDonald’s needs to do
to revitalize its brand
based on where it is
right now and where it
needs to be
5. GRAHAMDBROWN.COM5
Globally recognized
brand with unparalleled
awareness
History of innovation
and industry leadership
Extensive portfolio of
prime real estate and
touchpoints with
customers
What’s Good About McD’s?
6. GRAHAMDBROWN.COM
If you want to
get access to my
FREE marketing
strategy guide
for McDonald’s
click the link on
the next slide
7. GRAHAMDBROWN.COM
CLICK HERE to ACCESS this FREE
case study giving you background
insights and analysis for this presentation
71. GRAHAMDBROWN.COM
PEOPLE
METRICS
85
of brand happens in daily interac5on (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
%
Brand= People + Culture + Metrics
79. GRAHAMDBROWN.COM
When McDonald’s announced
last month that it planned to raise
wages for some of its workers in
the United States, the increases
—to $1 higher than the local
minimum wage—would apply
only to the restaurants it owned
101. In this ever-changing society, the most
powerful and enduring brands are
built from the heart.
They are real and sustainable. Their
foundations are stronger because they
are built with the strength of the
human spirit,
not an ad campaign.
– Howard Schultz,
CEO Starbucks
GRAHAMDBROWN.COM
108. GRAHAMDBROWN.COM
“The collection is based on the fast
food brand's latest French
advertising campaign by TBWA
Paris, which features a set of elegant
illustrations of McDonald's products,
including fries, Big Mac and an ice
cream sundae.”
135. GRAHAMDBROWN.COM
Starbucks Dominates Instagram Shares
Number of photos tagged on Instagram by brand name
SOURCE: TOTALYOUTHRESEARCH BASED ON EMARKETER DATA
STARBUCKS IS ONE OF THE MOST POPULAR BRANDS ON INSTAGRAM
Nearest big brand Apple not even half of Starbucks Earned Media
Pepsi Coke Apple Starbucks
19.1m
9.1m
5.2m
3.4m
That’s a lot of people sharing
Starbucks experiences