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McDonalds Brand Heritage Just Who Is Your Brand Anyway This week I have seen several commercials about McDonalds new Premium Salads According to McDonalds website The campaigns new commercials were designed to introduce McDonalds three new versions of wholesome high-quality salad entre options and celebrate the multi-faceted lives of women today An interesting tack to be sure When I want a salad McDonalds does not jump to mind And it seems to be playing follow the leader didnt fast-food chain Wendys--among many others--come out with salads in the past year or so So why salads Why is McDonalds known worldwide for quality fast-food and an icon of Americana--the hamburger and fries--ignoring their roots in favor of pushing salad Jim Cantalupo the Chairman and CEO has stated The world has changed Our customers have changed We have to change too Growth comes from being better not just expandingWe also are committed to becoming more relevant to the lives of todays consumers Okay valid points But change is different than trying to be all things to all people and in trying to subvert their bastion of success--the hamburger and fries--they may be making a crucial brand mistake On the company website it says that President and Chief Operating Officer Charlie Bell discussed McDonalds four business objectives attracting more customers getting existing customers to visit more often building brand loyalty and increasing productivity to increase margins and profitability But this is out of order brand loyalty should be first and it is only natural to be so If you have brand loyal customers then you retain and increase share of existing customers while attracting new ones It is a simple case of making sure the cart is behind the horse not the other way around All this brings me to the point of this article when in difficult times brands should not try and reinvent themselves anew but rather reach back into their brand heritage to
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