“Those of you who follow the intersecting planes of cutting-edge interior design and, uh, cheeseburgers will probably remember how McDonald’s started redoing its restaurants in 2006 into Euro-chic nooks (see the four images below) with wood-slat room dividers, amoeba-shaped couches and avant-garde muraling (all courtesy of French tastemaker Philippe Avanzi, though executed in the U.S. by Lippincott Mercer). The idea wasn’t just to update the look of restaurants that hadn’t had a facelift since 1976 but to cater to the visual discernment of the digital generation by creating “linger zones” with puffy couches and WiFi connections to go with those nifty new Asian salads.”
Read the full article @BRANDFREAK!
Often times people begin their branding by attaching a name to their brand. They highlight benefits and features, some appeal to more and more people through the use of advertising. The most important thing to do is to highlight what their brand really does for the consumer, making all the difference.
Talk to many marketers and they would verify most things above, but once you get into their “expertise” it is formed through their own personal common sense. We are all consumers, so we all are participants in the advertising we see and packages we open, all the way to the products we try. Through this we begin to learn about what works and what doesn’t.
“More often then not, effective brand management is the complete opposite of common sense.”
Understanding that an effective marketing strategy is built on a foundation of principles and guidelines; that are the opposite of our natural thought process. You must know what your brand stands for; what it doesn’t stand for; understanding not only who the brand is for, but who it is not for. Common sense tells us our brand should appeal to as many people as possible.
Tell us about your marketing strategies, and how you avoid common sense branding.