Tag Archives: McDonalds

Elements for the Perfect Logo

By: Gina Mason

What do Nike, McDonalds, Coca-Cola, BMW, ESPN and IBM all have in common? Well, besides being on Forbes 100 Most Valuable Brands List, they all have very distinctive logos that can instantly be recognized by millions of people all over the world. Logos are incredibly powerful and they not only dictate brand loyalty, but they can also dictate the success of a company. From a branding perspective, having a great logo is absolutely imperative if you want to stand out amongst your competition and appeal to your audience. However, coming up with that perfect logo isn’t always so easy. For those of you who are looking to create a new logo or rebrand, here are a few elements to keep in mind:

Aesthetically Appealing
Just like anything else in life, first impressions are extremely important especially when trying to make your logo aesthetically appealing to your audience. A good logo will trigger positive emotions in your mind and is more likely to create brand loyalty while a bad logo will do the opposite.

Relevancy
Your logo is your calling card and must be relevant to your audience and your industry. Your logo should be a visual representation of your business objectives and should speak directly to your audience. MagicDust Designers warn, “avoid unnecessary elements that may be visually pleasing but don’t support your message.”

Simplicity
Some of the best logos are simple (i.e. Nike “Swoosh”) and an understated logo isn’t always an understatement. Some of the most powerful logos in the world are incredibly simple and their simplicity make them extremely effective (GE, Apple, Disney). MagicDust Designers suggest, “Flat shapes, bold lines and clear type are hallmarks of simple logos that never run the risk of appearing busy or worse, confusing.”

Versatility
A good logo has to work well on a number of different platforms including the web, collateral materials and ads and this is not always something people account for in the planning process. The font should be balanced and readable at any size. Also, don’t forget about choosing the right colors. A full-color logo may not translate well to B&W or print as well on different types of paper so keep that in mind as well.

Timelessness
According to Huff Post’s Bianca Rothschild, “a good logo withstands the test of time. It may need some touchups to keep it fresh and prevent it from looking dated our out of style, but that’s all it should require. Changing your logo when it already has memorability in place is bad for your branding. You want one logo that works for as long as it can.”

Creating a great logo can take a lot of time and effort, but is it all worth it in the end. Don’t get discouraged and don’t be afraid to ask for several opinions. Speaking of logos, what to test your logo knowledge? Check out this logo quiz here: http://www.creativebloq.com/logo-design/quiz-can-you-guess-logo-1012976

I welcome your comments and as always, if you like what you read be social and share.

McDonald’s New Transparency Campaign

By: Gina Mason

They say that, “desperate times call for desperate measures,” and it appears as though the world’s largest fast food chain may be facing some hardships. With sales and stocks declining, McDonald’s has been testing out a variety of tactics in hopes to keep people coming back to the “Golden Arches.”

From changing up the way in which the food is served to restructuring their messaging, the fast food giant has been trying to keep up with the ever-changing eating habits of Americans. Today, we are living in a much more health-conscious society where people are concerned with things like gluten and want to be educated on where their food came from, how it was raised and how it was prepared. This presents an issue for companies like McDonald’s where their food items are mass-produced and they may not be as willing to share the way in which they make/create their menu items.

In an attempt to remedy this issue, McDonald’s launched a new multimedia campaign called “Our Food. Your Questions,” in an effort to be completely transparent and answer the questions of customers and critics alike. The campaign asked people to tweet their questions such as, “Why can’t I get a McRib year-round?” and “What is actually in a Chicken McNugget?” to create an open dialog. In addition to trying to engage the public, McDonald’s has been in the process of releasing a series of videos answering some of the questions that have been submitted.

This week, McDonald’s released another video that revealed the contents of their famous Chicken McNuggets. What was once rumored to be made of “pink slime” and mystery meat, the McDonald’s dispelled the myth by taking viewers “behind-the-scenes” to show them the process of the nugget-making at a Tyson plant in Tennessee (that uses real chicken, SHOCKER!). This is just one of many videos that will be released during this campaign with the goal of showing people they offer “quality” food.

However, I personally question if the decline in sales is due to the validity or transparency of how the food is made or if it is attributed to the lack of healthy menu items. While, I have consumed many chicken nuggets in my lifetime, the reason I no longer choose to eat at McDonald’s is because the food on the menu is so unhealthy. Whether you are eating a salad or a Big Mac, the calories and fat content in almost all of their items is very high. While I applaud their efforts to be transparent, I think they need to add more healthy items in order to get people coming back for more. I will be interested to see how this campaign works out for McDonald’s and to gauge the public’s reaction.

To learn more about McDonald’s campaign, check out their Our Food. Your Questions website: http://www.mcdonalds.com/content/us/en/your_questions/our_food.html

What do you think of McDonald’s transparency campaign? Does it change your feelings on the brand? Do you think this is helping them or hurting them?

As always, if you like what you read be social and share.

Branding During the World Cup

By: Eliza Borish

For the first time in my life, I am actually interested in watching the World Cup. Maybe it’s because I am older, more passionate about sports or it’s just the idea of patriotism and supporting my country for the red, white and blue. Whatever it is, the World Cup has me hooked. I am not alone in this either; it seems that World Cup fever is hitting America. More than ever before, people in the USA are gathering together in parks, bars and in offices to watch soccer and support our Men’s National Team. Soccer, a sport that is popular in every other region and country of the world is finally reaching America. This doesn’t mean that soccer is now America’s pastime and people in every nook and cranny are joining in to watch. However, what it does mean is that slowly, yet surely, soccer is obtaining a presence here. When we think of top athletes in this country, we are consistently going to think of LeBron James, Derek Jeter, Tom Brady and Jonathan Quick, which is not going to change anytime soon. But maybe, just maybe, after qualifying for the round of 16, people will start recognizing Clint Dempsey, Jermaine Jones and Tim Howard a little more.

Tangent aside, the World Cup is an excellent time for companies to demonstrate their branding skills and not just with predesigned commercials and stories, but also with quick, witty and real-time marketing. A perfect example of this was when multiple brands such as McDonalds, Snickers, Trident Gum and JCPenny to name a few, speedily reacted to the news that Luis Suarez of Uruguay had bitten his Italian opponent, Giorgio Chiellini. Within no time, these companies took advantage of such news and used Suarez as the butt of their jokes, allowing the brands to stay relevant even in the influx of tweets that occur throughout the World Cup.

For example, McDonalds Uruguay chimed in tweeting “Hola ‪@luis16suarez, si te quedaste con hambre vení a darle un mordisco a una BigMac ;)” (Translation: Hi, Luis Suarez, if you are still hungry, come take a bite out of a Big Mac). Following suit were Trident Gum with “Chew Trident. Not soccer players #ITAvsURU” and JCPenny, “Fangs for the memories, Uruguay #URU” with a picture of a little boy dressed in a vampire costume. The brands allowed the World Cup to help promote their products with a simple tweet. My personal favorite, though, had to be Snicker’s take on the biting scandal. Snickers tweeted, “Hey ‪@luis16suarez. Next time you’re hungry just grab a Snickers. ‪#worldcup ‪#luissuarez ‪#EatASNICKERS” with a photo that read ‘More satisfying than Italian’ #Luissuarez”. Why is this my favorite, you may ask? This is because the Snickers slogan has consistently been “Hungry? Grab A Snickers” and utilizing that traditional slogan to embrace the Suarez controversy is brilliant. While other companies cracked jokes and promoted their brand just using Suarez, Snickers was able to crack a joke, promote its brand and do it in a way that was uniquely “Snickers”. While Suarez did set snickers up by actually biting his opponent, Snickers took advantage of that and incorporated it into their already recognizable slogan propelling their brand (and tweet) further than other brands.

Kudos to the Snickers marketing and branding people who thought on their feet and allowed the tension on the field and in the game to successfully roll over to the Internet and to your brand. While Luis Suarez now has a 4-month ban from FIFA, you, on the other hand, Snickers, have stayed relevant. People aren’t just talking about Luis anymore; people are now talking your delicious chocolaty peanut candy bars and how your tweet was both funny and current.

So while soccer hastily catches on in America, real-time marketing during sporting events, beauty pageants, TV shows and even global news is spreading like wildfire. To stay on top in business, you need to stay relevant and that requires knowing what is trending, like the Game of Thrones finale or the NBA draft. Once you know these things, you can post tweets that are in accordance with live programs and events and capture the large audience that is also watching along with you. Viewers and clients don’t have to be the only ones with opinions tweeting during and after shows. Brands have the same opportunity! And if they market that opportunity correctly by posting a witty or clever tweet in real-time, they can garner attention for their brands and ultimately, revenue.

Don’t let talk be cheap. Take advantage of real time marketing and live interactions. Gain traction for your brand now, just as Snickers did. Hey, while you’re at it, turn on the World Cup to start. If you don’t find anything usable or relevant, watch it for fun and spread it to America. What’s that cheer? I believe that we will win…and now, I believe that we will tweet!

As always, I welcome your thoughts and comments and if you like what you read, be social and share.