Monthly Archives: September 2013

Would you like salad with that?

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

More than new menu items, a new approach to “healthier” options

Logorama

Image

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.

http://vimeo.com/10149605

The Campaign for REEL Branding (incl. Episode 1)

The Reel Campaign LOGOThe 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

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.

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!

Tyler Gilchrist

Tyler Gilchrist
Design researcher and strategist
Partner, BOLT Fresh Bar

REEL Branding Episode One: Tyler Gilchrist

http://www.youtube.com/watch?v=cuVX9B_Jrfk&feature=youtu.be

Little Mermaid on the Big–and little–Screens

"The Little Mermaid"

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?

http://www.latimes.com/entertainment/movies/moviesnow/la-et-mn-little-mermaid-family-20130921,0,5691033.story

History and the Heinz Ketchup Bottle

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.”

http://www.fastcodesign.com/1673352/how-500-years-of-weird-condiment-history-designed-the-heinz-ketchup-bottle

Heinz bottle