Brand Relevance – Our messages were our own McDonald’s

Our messages were our own McDonald campaigns were always focused on the brand and told customers what to feel and do. Customers realized that the McDonald’s brand was no longer relevant. McDonald’s is a great brand that talks to different people, to different needs at different times. By communicating our brand’s history in a modern journalistic manner, McDonald’s has evolved from a piece of mouth into a bit of a fantasy. We have developed and implemented a new communication approach to brand journalism, where each individual communication offers its own vision of the experience promised by the brand. With McDonald’s growing number of clients, many have left the brand. McDonald’s brand communication has lost touch with the heart of its user base. Large brands, especially mega-brands such as Coca-Cola, McDonald’s, Kellogg’s, GE, Samsung, Sony, HP, Marriott, IBM, Visa and BMW, mean different things to customers depending on the opportunity: at home, away from home, on holidays, at business meetings, in the morning, during the day, in the evening, at breakfast, lunch, dinner, snacks, in the evening, during the week, at weekends, with children, on business trips, on cruises, at family meetings or at university. All this in addition to the dynamic history of the McDonald’s brand. In today’s digital world, with its applications and mobile marketing, brand journalism is even more relevant. The revitalization of McDonald’s brand has quickly generated a positive response. Brand journalism has allowed us to focus on three different market segments: mothers, children and youth with relevant messages. In our view, this will unnecessarily simplify such a complex brand as McDonald’s. McDonald’s was managed as a brand for the mass market, media and mass communications. This is by far the oldest slogan of the McDonald’s brand.