Do you think McDonalds’ move to make salads a “normal” combo choice is proactive or reactive?
What will its effect be (will new consumers start coming to McDonalds; will existing consumers start eating more healthfully; will McDonalds’ reputation shift from greasy food to healthy food, etc.)?
Given the option, what percentage of existing McDonald’s consumers do you think will shift to salads over fries?
Full article here: http://www.nytimes.com/2013/09/27/business/mcdonalds-moves-toward-a-healthier-menu.html?_r=0
More than new menu items, a new approach to “healthier” options
From France, a wonderfully dark, short (~15 min) animated film. It tells the story of a rogue Ronald McDonald (!) who is chased by police in a world composed entirely of 2,500 brand logos. I often show it in the brand class, but we don’t have time this term. However, I encourage you to watch it if you’ve never seen it before. You will be surprised how many brands you recognize; how the film plays with brand associations and meanings, and how, while certainly cynical, the commercial world it depicts is arguably only slightly hyperbolic. Released in 2009, this won an Academy Award for best animated short film in 2010.
The Campaign for Reel Branding is a series of video segments intended to augment our class readings and discussions. We’ll watch the segments and then Skype live with the subject of the interviews, who will be available to answer your questions.
The interviews are (very) loosely based on Inside Actors’ Studio, which you may know from the long-running Bravo series…
Inside the Actors Studio host James Lipton with actor Hugh Jackman
…or the SNL (Saturday NIght LIve) series of sketches in which Will Ferrell does an impression of James Lipton:
Will Ferrell as James Lipton and Kate Hudson as Drew Barrymore.
Either way, that’s the main idea.
In fact, each of the Reel Branding segment interviews ends with 10 questions just like the original series–only the questions are different. Take a look!
Design researcher and strategist
Partner, BOLT Fresh Bar
REEL Branding Episode One: Tyler Gilchrist
Another news item about a legacy brand trying (hoping) to stay current.
What do you think of Levis’ campaign, in which it updated vintage objects for today’s social media?
vintage Levis from the late 1800s.
Disney just announced that it was trying a movie theatre experiment: in selected theatres, it is inviting movie goers to bring their iPad to a screening of The Little Mermaid. During the movie, games run on the iPad, and parents and kids can not only play along with the movie, they can compete with other patrons, as they are divided into teams–the Flounders, the Sebastians, etc.–based on movie characters when they arrive.
Disney says it’s trying the experiment because many of the film’s first fans (it debuted in 1989) are now parents who want to re-experience the film in a new way with their kids. In addition, the company is attempting to leverage the “second screen” phenomenon, in which people watch and use multiple forms of media concurrently.
Is this a good move? Do you think Disney looks cutting edge, or desperate?
As we think about brand elements this week, you may be interested in this brief history of the Heinz ketchup bottle…apparently, using a clear bottle was a radical means of demonstrating the product’s purity at a time when most ketchup was “putrid” and contained “injurious ingredients” that could “lead to death.”
The Urban Outfitters in Brooklyn recently applied for a license to serve alcohol in its store.
Does the brand’s move make sense? Why?