Category Marketing

McDonald’s leaves a bad taste in the mouth

And we’re not judging the burgers

In the UK McDonald’s has released an advertising video which has been widely judged to be in bad taste. And rightly so, there has been public outrage. McDonald’s has apologized for the “upset” that it caused, yet it refuses to withdraw the advert.

The advert features a boy who struggles to find something in common with his dead father – until his mother reveals that the boy’s favorite meal – a dish from McDonald’s – was also his father’s favorite meal.

Widows have called the video “offensive” and children (many of whom are now adults) who were bereaved in childhood have stated that they are “sickened” and “disgusted.”

McDonald’s has made a massive faux pas here. Read more

Donald Trump ate my hamster

And Freddie Starr beat Max Clifford to win the US Presidency

So the unimaginable did happen. The Donald came from behind and now he is President-elect.

Trump’s unexpected triumph intersects perfectly with the recent spate of false news stories garnering higher positions in search engine results than genuine news stores. I say this because many of the false news stories are related to Trump. Indeed, some people believe that they are major contributors to his triumph, even, perhaps, the “edge” that he needed to pip Hillary to the post.

This disconcerting trend has even evoked comments from the current US president, Barack Obama, who has denounced the spate of misinformation across social media platforms but without getting drawn into the specific cases of stories related to the presidential election. (One might compare this statesmanlike approach to Trump’s cries of “foul” even before the polls were tallied.)

Whilst fake election stories are the current vogue, the fake news phenomenon extends much further into may other realms. For example: Read more

Brandy excesses

How many brands does a car company need?

The Financial Times recommends that Ford no longer needs Mercury, although it doesn’t speculate on the merits of selling it rather than closing it.

The FT also comments that “a Mercury-less Ford would resemble its Asian competitors with just two brands – mass-market and luxury.” So is that the best option for an automaker?

Read more

Marketing Myopia revisited

What about tobacco?

Recently I was re-reading Theodore Levitt’s epochal Marketing Myopia and considering the basic premise that companies are not defining their markets correctly (by being product-orientated or service-oriented rather than customer-oriented) and therefore not following the market as it migrates to an alternative product or service to fulfil the same underlying desire.

Then it struck me that maybe there is an exception for which a replacement has not been produced, and maybe cannot be produced … Read more

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