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GRAHAMDBROWN.COM
McDonalds: How to Fix
a Broken Brand
Case Study

Inside
Build a Brand Worth Talking About
GRAHAMDBROWN
GRAHAMDBROWN.COM
In  this  presentation,  
we’ll  look  at  what  
McDonald’s  needs  to  do  
to  revitalize  its  brand ...
GRAHAMDBROWN.COM4
McDonald’s Brand Now
McDonald’s Goal
GRAHAMDBROWN.COM5
Globally recognized
brand with unparalleled
awareness
History of innovation
and industry leadership
Exte...
GRAHAMDBROWN.COM
If you want to
get access to my
FREE marketing
strategy guide
for McDonald’s
click the link on
the next s...
GRAHAMDBROWN.COM
CLICK HERE to ACCESS this FREE
case study giving you background
insights and analysis for this presentati...
GRAHAMDBROWN.COM
“And what
customers love the
world over…is how
they can buy into
aspirational quality
products”
- Steve
E...
GRAHAMDBROWN.COM
But, forget the official line for
a minute, we want to know…
what do people really talk
about when they t...
GRAHAMDBROWN.COM
Try this Buzz Sumo challenge
BuzzSumo  is  a  cool  
tool  to  track  what  
people  share  the  
most
ww...
GRAHAMDBROWN.COM
first, the results (according to CEO)
GRAHAMDBROWN.COM12
What people really think?
“Aspiration”
“Quality”
“Love”
GRAHAMDBROWN.COM
Is the CEO right?
GRAHAMDBROWN.COM
nope…
GRAHAMDBROWN.COM
Here’s what they 

really talk about…
GRAHAMDBROWN.COM
Buzzsumo results…
GRAHAMDBROWN.COM
Share the love
don’t forget to 

hit the LIKE button
so other Slideshare users
can discover this too
GRAHAMDBROWN.COM18
“Aspiration”
“Quality”
“Love”
“Semen”
“Never eat”
etc…
GRAHAMDBROWN.COM19
McDonald’s
Customer
Perception
McDonald’s
Management
Perception
disconnect
GRAHAMDBROWN.COM
There is a
BIG DISCONNECT
between what
McDonald’s and what
customers see in the brand
GRAHAMDBROWN.COM
problem, bro?
GRAHAMDBROWN.COM
which leads to…
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
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Sales  are  
flatlining,  or  
falling  
GRAHAMDBROWN.COM
McDonald’s is losing its
next generation
of consumers…
GRAHAMDBROWN.COM
McD’s  is  losing  the  
critical  battle  for  
young  customers
GRAHAMDBROWN.COM
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Competitors are eating
McDonalds for lunch…
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Chipotle,  
Starbucks,  Shake  
Shack  etc.  etc
GRAHAMDBROWN.COM32
“Aspiration”
“Quality”
“Love”
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Q: So, how do you fix it?
GRAHAMDBROWN.COM
A: Not with a brand
makeover
GRAHAMDBROWN.COM36
Where
Branding is
taking
McDonald’s
Where
McDonald’s
needs to go
GRAHAMDBROWN.COM
You see the problem
with McDonald’s
Branding is…
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BRANDING
GRAHAMDBROWN.COM
Yes, Branding is the root
of the McDonald’s
problem
GRAHAMDBROWN.COM
Here’s why…
GRAHAMDBROWN.COM
You  see,  McD’s  is  
a  “branding  
success”  
GRAHAMDBROWN.COM
McDonald’s business 

= stalling

McDonald’s agencies
= success
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM44
McDonald’s Branding Strategy
Ad agency
wins awards
“Creative
marketer of
year”
Sales
slump
Major
image ...
GRAHAMDBROWN.COM
Despite seeing
one of the worst declines
in recent history
McDonald’s ad agencies
continue to win awards…
GRAHAMDBROWN.COM
McDonalds…Creative Marketer of the Year
Increasingly,  the  
fortunes  of  the  ad  
industry  fail  to  ...
GRAHAMDBROWN.COM
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These  are  the  
LEAST  Engaging  
Brands
“Creative Marketer
of the Year”
GRAHAMDBROWN.COM49
GRAHAMDBROWN.COM
a 20th century
model of marketing
built on ad agencies,
advertising and
awareness that doesn’t
work like ...
The days of
ARE OVERwinning awards
and Tony the Tiger
www.GrahamDBrown.com
Sorry
guys!
People don’t wake up
thinking about BRANDS
anymore...
www.GrahamDBrown.com flickr © commonbond
GRAHAMDBROWN.COM
“Authentic
brands don't
emerge from
marketing
cubicles or
advertising
agencies”


- Howard Schultz, CEO
S...
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This is not the McDonald’s brand
GRAHAMDBROWN.COM
or this…
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THIS is the McDonald’s brand
The  inconvenient  
truth  of  the  
Connection  
Economy
www.GrahamDBrown.com
Your brand is
what people
say about you
when you’re
not in the room
- Jeff Bezos,
CEO
Amazon
GRAHAMDBROWN.COM58
What ad agencies
think is brand
What actually is
brand
GRAHAMDBROWN.COM
Brand =
what customers say it is
GRAHAMDBROWN.COM
Brand ≠
what your agency says it is
GRAHAMDBROWN.COM
The Experience
is the Brand
GRAHAMDBROWN.COM
So, how does
McDonald’s build
a better
BRAND EXPERIENCE?
GRAHAMDBROWN.COM
Let’s look at the
difference in
these approaches…
GRAHAMDBROWN.COM64
BRANDING
BRAND
EXPERIENCE
GRAHAMDBROWN.COM
BRANDING BRAND EXPERIENCE
Model Top down “Loudspeaker” Bottom up “Telephone”
Method Control Curation
Focu...
GRAHAMDBROWN.COM
vs
  Old  vs  New:  2  Marke0ng  Strategies
Branding  vs  Brand  Experience
$  1.5  bn $  0.2  bnAD SPEND...
GRAHAMDBROWN.COM
Share the love
don’t forget to 

hit the LIKE button
so other Slideshare users
can discover this too
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Brand Experience isn’t
what happens outside
your company (e.g.
branding, agencies etc)
GRAHAMDBROWN.COM
But inside…
GRAHAMDBROWN.COM
People
Culture
Metrics
These  are  the  3  
elements  of  
BRAND  DNA  in  
the  21st  Century
GRAHAMDBROWN.COM
PEOPLE
METRICS
85
of brand happens in daily  interac5on (tweets, status
updates, content shares, conversa...
GRAHAMDBROWN.COM
Here’s how
McDonald’s can fix
its broken brand…
GRAHAMDBROWN.COM
1) PEOPLE
Start  here…
GRAHAMDBROWN.COM
build your brand
around your people
not your ad agency
GRAHAMDBROWN.COM75
McDonald’s Brand Now
McDonald’s Goal
Roadblock #1
old fashioned
ad-agency model
GRAHAMDBROWN.COM
invest in your Frontline
Frontline  is  the  
point  where  your  
brand  touches  the  
customer  
GRAHAMDBROWN.COM
Obviously  this  
isn’t  conducive  to  
a  positive  Brand  
Experience
GRAHAMDBROWN.COM
McDonald’s  said  it  
was  going  to  raise  
pay  of  Frontline  
workers…
GRAHAMDBROWN.COM
When McDonald’s announced
last month that it planned to raise
wages for some of its workers in
the United...
GRAHAMDBROWN.COM
some
= only
17%
of stores
GOTCHA:  Less  
that  1/5  of  all  
stores  qualify  for  
the  pay  raise
GRAHAMDBROWN.COM81
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McDonald’s calls them “Crew”
Not  a  week  
passes  without  
this  kind  of  news
GRAHAMDBROWN.COM
Starbucks calls them “Baristas”
Yet  we  don’t  hear  
the  same  about  
Starbucks…
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GRAHAMDBROWN.COM
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Your brand
starts with your people
GRAHAMDBROWN.COM
Invest less here…
GRAHAMDBROWN.COM
The  BRANDING  
approach  to  
building  the  McD  
brand
GRAHAMDBROWN.COM
Invest more here…
GRAHAMDBROWN.COM
The  Brand  
Experience  
approach:  People  
are  the  Brand
GRAHAMDBROWN.COM
These people
will win you
awards
These people
will win you
customers
GRAHAMDBROWN.COM
You  can’t  create  
positive  Brand  
Experience  when  your  
Frontline  staff  are  
disengaged
GRAHAMDBROWN.COM
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McDonald’s annual
ad spend per employee
= $3,500
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
you don’t build a brand
worth talking about by
spending billions on your
ad agency
and
cents on your empl...
GRAHAMDBROWN.COM
McDonald’s has a large
population of young
workers open to ideas,
innovation and change -
engage them
GRAHAMDBROWN.COM
2) CULTURE
GRAHAMDBROWN.COM99
McDonald’s Brand Now
McDonald’s Goal
Roadblock #2
marketing strategy
build around short
term awareness
GRAHAMDBROWN.COM
build your culture
around conversations
not campaigns
In this ever-changing society, the most
powerful and enduring brands are
built from the heart.
They are real and sustainab...
GRAHAMDBROWN.COM102
Campaigns Conversations
GRAHAMDBROWN.COM
You don’t need Big Ideas in 2015
this  is  a  chart  of  
annual  ad  spend
GRAHAMDBROWN.COM
Stop the gimmicks…
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A “giant coffee cup ball pit”…
GIMMICK ALERT
GRAHAMDBROWN.COM
GIMMICK ALERT
McD  doesn’t  need  
this  ad  agency  BS.  
A  complete  waste  
of  money.
GRAHAMDBROWN.COM
“The collection is based on the fast
food brand's latest French
advertising campaign by TBWA
Paris, which...
GRAHAMDBROWN.COM109
GRAHAMDBROWN.COM
WTF?
Think  how  they  could  
have  invested  that  money  
in  creating  a  better  in-­‐
store  experi...
We can no longer control and manage the
brand conversation like we used to...
CONTROL MANAGE
www.GrahamDBrown.com flickr ©...
GRAHAMDBROWN.COM
Stop bankrolling
agency awards
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
and create a Social Space
Millennials need and
love…
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
Starbucks  creates  
a  social  space  
that  customers  
LOVE
GRAHAMDBROWN.COM
Yes, McDonald’s
Millennials
like waiting
GRAHAMDBROWN.COM
Inefficiency  is  
good.  Waiting  =  
meeting  people.
GRAHAMDBROWN.COM
McDonald’s young
customer base and
workforce are open to
sharing the experience
GRAHAMDBROWN.COM
McDonalds = 

Already 5 million
shares on Instagram
GRAHAMDBROWN.COM
Start  curating  the  
customer  stories.  
This  is  the  McD  
brand  in  2015
GRAHAMDBROWN.COM
Imagine if McDonald’s
empowered employees
and customers to
tell their own stories
GRAHAMDBROWN.COM124
Brand Heroes
c. 1985
Brand Heroes
c.2015
GRAHAMDBROWN.COM
How  can  McD  remove  
the  walls  that  prevent  
these  people  from  
being  their  biggest  
Fans?
GRAHAMDBROWN.COM
These are the new heroes
of the McDonald’s brand
story
GRAHAMDBROWN.COM127
Not this guy…
GRAHAMDBROWN.COM
or this
guy…
GRAHAMDBROWN.COM
Give customers the tools
and the space to make it
happen
GRAHAMDBROWN.COM
3) METRICS
GRAHAMDBROWN.COM131
McDonald’s Brand Now
McDonald’s Goal
Roadblock #3
short term metrics
controlled by ad agencies
GRAHAMDBROWN.COM
what’s measured gets
done
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
focus on recommendation
not awareness
GRAHAMDBROWN.COM
Starbucks  Dominates  Instagram  Shares
Number of photos tagged on Instagram by brand name
SOURCE: TOTALY...
Experience is only real...
when shared
www.GrahamDBrown.com flickr © zoetnet
brands that don’t get shared
don’t get experienced
www.GrahamDBrown.com pic © GoPro
GRAHAMDBROWN.COM
Starbucks  concentrates  
its  marketing  on  
customer  
recommendation  not  
awareness
GRAHAMDBROWN.COM
McD  is  losing  big  
time  in  the  
recommendation  
game
GRAHAMDBROWN.COM
focus on earning
BRAND LOVE
not buying
BRAND LIKES
GRAHAMDBROWN.COM141
Brand Likes, Awareness,
Brand Equity, Top of
Mind, Brand Recall
Recommendation,
word of mouth, NPS
Branding in 1985
www.GrahamDBrown.com
Brand Experience in 2015
www.GrahamDBrown.com
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
you can’t buy LOVE
in a campaign
GRAHAMDBROWN.COM
GIMMICK ALERT
This  is  how  
agencies  win  
“creative  
marketer”  awards
GRAHAMDBROWN.COM
But  it  only  wins  
awards,  not  Brand  
Love  or  customer  
loyalty
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
implement Frontline
metrics like NPS to create
a constant
customer-employee
feedback loop
GRAHAMDBROWN.COM
Apple’s  success  stems  
from  a  rigorous  
implementation  of  NPS  
at  the  Frontline
GRAHAMDBROWN.COM
Starbucks  is  passionate  
about  customer  
feedback  -­‐  data  which  
impacts  employee  
reward  an...
GRAHAMDBROWN.COM
McDonald’s has legendary
systems and efficiency
GRAHAMDBROWN.COM
Apply that knowledge to
building customer
feedback loops and
recommendation
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
“I often describe McDonald’s as
possibly the most democratic
brand in the world”
- CEO Steve Easterbrook
GRAHAMDBROWN.COM
Let’s see that happen
by putting customers and
employees,
not ad agencies and clowns,
in control of
the B...
GRAHAMDBROWN.COM
Share the love
don’t forget to 

hit the LIKE button
so other Slideshare users
can discover this too
GRAHAMDBROWN.COM
Learn more about
Brand Experience
and
Brand Leadership…
GRAHAMDBROWN.COM160
www.GrahamDBrown.com
Learn how they do it
GRAHAMDBROWN.COM162
Learn  how  to  
market  like  
Apple,  
Starbucks  
and  LEGO
http://www.GrahamDBrown.com/Manual  
GRAHAMDBROWN.COM
If you want to
get access to my
FREE marketing
strategy guide
for McDonald’s
click the link on
the next s...
GRAHAMDBROWN.COM
CLICK HERE to ACCESS this FREE
case study giving you background
insights and analysis for this presentati...
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How to fix a Broken Brand (McDonalds Case Study 2015)

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It's not all sunshine and rainbows in marketing.

What happens when your brand is broken?

What happens when you have one of the most globally recognized brands but your sales are flat even though you're spending $1.5 billion on advertising?

What happens when you're losing the youth market and competitors like Starbucks, Chipotle and Shake Shack are eating away at your market share?

Forget brand makeovers, rebrands and a better ad campaign. What McDonalds needs to stay relevant is something far more radical.

In this case study presentation I look at McDonalds. What is the root cause of the McDonalds brand marketing strategy? Why is more "branding" and more of the old ad agency model going to create more of the same problem? And how can McDonalds fix its brand through building a powerful Frontline Brand Experience?

In this presentation, I look at the shift from Branding to Brand Experience and the 3 areas McDonalds needs to focus on to fix its broken brand.

Veröffentlicht in: Marketing, Leadership & Management
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How to fix a Broken Brand (McDonalds Case Study 2015)

  1. GRAHAMDBROWN.COM McDonalds: How to Fix a Broken Brand Case Study
 Inside
  2. Build a Brand Worth Talking About GRAHAMDBROWN
  3. GRAHAMDBROWN.COM In  this  presentation,   we’ll  look  at  what   McDonald’s  needs  to  do   to  revitalize  its  brand   based  on  where  it  is   right  now  and  where  it   needs  to  be
  4. GRAHAMDBROWN.COM4 McDonald’s Brand Now McDonald’s Goal
  5. GRAHAMDBROWN.COM5 Globally recognized brand with unparalleled awareness History of innovation and industry leadership Extensive portfolio of prime real estate and touchpoints with customers What’s Good About McD’s?
  6. GRAHAMDBROWN.COM If you want to get access to my FREE marketing strategy guide for McDonald’s click the link on the next slide
  7. GRAHAMDBROWN.COM CLICK HERE to ACCESS this FREE case study giving you background insights and analysis for this presentation
  8. GRAHAMDBROWN.COM “And what customers love the world over…is how they can buy into aspirational quality products” - Steve Easterbrook CEO
  9. GRAHAMDBROWN.COM But, forget the official line for a minute, we want to know… what do people really talk about when they talk about McDonald’s?
  10. GRAHAMDBROWN.COM Try this Buzz Sumo challenge BuzzSumo  is  a  cool   tool  to  track  what   people  share  the   most www.BuzzSumo.com
  11. GRAHAMDBROWN.COM first, the results (according to CEO)
  12. GRAHAMDBROWN.COM12 What people really think? “Aspiration” “Quality” “Love”
  13. GRAHAMDBROWN.COM Is the CEO right?
  14. GRAHAMDBROWN.COM nope…
  15. GRAHAMDBROWN.COM Here’s what they 
 really talk about…
  16. GRAHAMDBROWN.COM Buzzsumo results…
  17. GRAHAMDBROWN.COM Share the love don’t forget to 
 hit the LIKE button so other Slideshare users can discover this too
  18. GRAHAMDBROWN.COM18 “Aspiration” “Quality” “Love” “Semen” “Never eat” etc…
  19. GRAHAMDBROWN.COM19 McDonald’s Customer Perception McDonald’s Management Perception disconnect
  20. GRAHAMDBROWN.COM There is a BIG DISCONNECT between what McDonald’s and what customers see in the brand
  21. GRAHAMDBROWN.COM problem, bro?
  22. GRAHAMDBROWN.COM which leads to…
  23. GRAHAMDBROWN.COM
  24. GRAHAMDBROWN.COM
  25. GRAHAMDBROWN.COM Sales  are   flatlining,  or   falling  
  26. GRAHAMDBROWN.COM McDonald’s is losing its next generation of consumers…
  27. GRAHAMDBROWN.COM McD’s  is  losing  the   critical  battle  for   young  customers
  28. GRAHAMDBROWN.COM
  29. GRAHAMDBROWN.COM
  30. GRAHAMDBROWN.COM Competitors are eating McDonalds for lunch…
  31. GRAHAMDBROWN.COM Chipotle,   Starbucks,  Shake   Shack  etc.  etc
  32. GRAHAMDBROWN.COM32 “Aspiration” “Quality” “Love”
  33. GRAHAMDBROWN.COM
  34. GRAHAMDBROWN.COM Q: So, how do you fix it?
  35. GRAHAMDBROWN.COM A: Not with a brand makeover
  36. GRAHAMDBROWN.COM36 Where Branding is taking McDonald’s Where McDonald’s needs to go
  37. GRAHAMDBROWN.COM You see the problem with McDonald’s Branding is…
  38. GRAHAMDBROWN.COM BRANDING
  39. GRAHAMDBROWN.COM Yes, Branding is the root of the McDonald’s problem
  40. GRAHAMDBROWN.COM Here’s why…
  41. GRAHAMDBROWN.COM You  see,  McD’s  is   a  “branding   success”  
  42. GRAHAMDBROWN.COM McDonald’s business 
 = stalling
 McDonald’s agencies = success
  43. GRAHAMDBROWN.COM
  44. GRAHAMDBROWN.COM44 McDonald’s Branding Strategy Ad agency wins awards “Creative marketer of year” Sales slump Major image issue with younger consumers disconnect
  45. GRAHAMDBROWN.COM Despite seeing one of the worst declines in recent history McDonald’s ad agencies continue to win awards…
  46. GRAHAMDBROWN.COM McDonalds…Creative Marketer of the Year Increasingly,  the   fortunes  of  the  ad   industry  fail  to  reflect   the  fortunes  of  its   clients
  47. GRAHAMDBROWN.COM
  48. GRAHAMDBROWN.COM These  are  the   LEAST  Engaging   Brands “Creative Marketer of the Year”
  49. GRAHAMDBROWN.COM49
  50. GRAHAMDBROWN.COM a 20th century model of marketing built on ad agencies, advertising and awareness that doesn’t work like it used to…
  51. The days of ARE OVERwinning awards and Tony the Tiger www.GrahamDBrown.com Sorry guys!
  52. People don’t wake up thinking about BRANDS anymore... www.GrahamDBrown.com flickr © commonbond
  53. GRAHAMDBROWN.COM “Authentic brands don't emerge from marketing cubicles or advertising agencies” 
 - Howard Schultz, CEO Starbucks
  54. GRAHAMDBROWN.COM This is not the McDonald’s brand
  55. GRAHAMDBROWN.COM or this…
  56. GRAHAMDBROWN.COM THIS is the McDonald’s brand The  inconvenient   truth  of  the   Connection   Economy
  57. www.GrahamDBrown.com Your brand is what people say about you when you’re not in the room - Jeff Bezos, CEO Amazon
  58. GRAHAMDBROWN.COM58 What ad agencies think is brand What actually is brand
  59. GRAHAMDBROWN.COM Brand = what customers say it is
  60. GRAHAMDBROWN.COM Brand ≠ what your agency says it is
  61. GRAHAMDBROWN.COM The Experience is the Brand
  62. GRAHAMDBROWN.COM So, how does McDonald’s build a better BRAND EXPERIENCE?
  63. GRAHAMDBROWN.COM Let’s look at the difference in these approaches…
  64. GRAHAMDBROWN.COM64 BRANDING BRAND EXPERIENCE
  65. GRAHAMDBROWN.COM BRANDING BRAND EXPERIENCE Model Top down “Loudspeaker” Bottom up “Telephone” Method Control Curation Focus External Internal Media Paid Earned Brand  Story Official agency narrative Everyday conversation Marke5ng Advertising, logos, celebrities People, Culture, Metrics Metrics Brand Likes: awareness Brand Love: recommendation Influencers Celebrities, experts, professionals Fans, influencers, customers Brand  owners Ad agencies, celebrities Employees, Fans, customers  Old  vs  New:  2  Marke0ng  Strategies Branding  vs  Brand  Experience
  66. GRAHAMDBROWN.COM vs  Old  vs  New:  2  Marke0ng  Strategies Branding  vs  Brand  Experience $  1.5  bn $  0.2  bnAD SPEND $  -­‐0.8bn $  +1.9bnGROWTH Net     Profit     2013  -­‐  2015 $3bn $6bn 2013 2014 2015E
  67. GRAHAMDBROWN.COM Share the love don’t forget to 
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  68. GRAHAMDBROWN.COM Brand Experience isn’t what happens outside your company (e.g. branding, agencies etc)
  69. GRAHAMDBROWN.COM But inside…
  70. GRAHAMDBROWN.COM People Culture Metrics These  are  the  3   elements  of   BRAND  DNA  in   the  21st  Century
  71. GRAHAMDBROWN.COM PEOPLE METRICS 85 of brand happens in daily  interac5on (tweets, status updates, content shares, conversations between customers, between customers and employees) PEOPLE CULTUREMETRICS Brand     Experience CULTURE % Brand= People + Culture + Metrics
  72. GRAHAMDBROWN.COM Here’s how McDonald’s can fix its broken brand…
  73. GRAHAMDBROWN.COM 1) PEOPLE Start  here…
  74. GRAHAMDBROWN.COM build your brand around your people not your ad agency
  75. GRAHAMDBROWN.COM75 McDonald’s Brand Now McDonald’s Goal Roadblock #1 old fashioned ad-agency model
  76. GRAHAMDBROWN.COM invest in your Frontline Frontline  is  the   point  where  your   brand  touches  the   customer  
  77. GRAHAMDBROWN.COM Obviously  this   isn’t  conducive  to   a  positive  Brand   Experience
  78. GRAHAMDBROWN.COM McDonald’s  said  it   was  going  to  raise   pay  of  Frontline   workers…
  79. GRAHAMDBROWN.COM When McDonald’s announced last month that it planned to raise wages for some of its workers in the United States, the increases —to $1 higher than the local minimum wage—would apply only to the restaurants it owned
  80. GRAHAMDBROWN.COM some = only 17% of stores GOTCHA:  Less   that  1/5  of  all   stores  qualify  for   the  pay  raise
  81. GRAHAMDBROWN.COM81
  82. GRAHAMDBROWN.COM McDonald’s calls them “Crew” Not  a  week   passes  without   this  kind  of  news
  83. GRAHAMDBROWN.COM Starbucks calls them “Baristas” Yet  we  don’t  hear   the  same  about   Starbucks…
  84. GRAHAMDBROWN.COM
  85. GRAHAMDBROWN.COM
  86. GRAHAMDBROWN.COM Your brand starts with your people
  87. GRAHAMDBROWN.COM Invest less here…
  88. GRAHAMDBROWN.COM The  BRANDING   approach  to   building  the  McD   brand
  89. GRAHAMDBROWN.COM Invest more here…
  90. GRAHAMDBROWN.COM The  Brand   Experience   approach:  People   are  the  Brand
  91. GRAHAMDBROWN.COM These people will win you awards These people will win you customers
  92. GRAHAMDBROWN.COM You  can’t  create   positive  Brand   Experience  when  your   Frontline  staff  are   disengaged
  93. GRAHAMDBROWN.COM
  94. GRAHAMDBROWN.COM McDonald’s annual ad spend per employee = $3,500
  95. GRAHAMDBROWN.COM
  96. GRAHAMDBROWN.COM you don’t build a brand worth talking about by spending billions on your ad agency and cents on your employees…
  97. GRAHAMDBROWN.COM McDonald’s has a large population of young workers open to ideas, innovation and change - engage them
  98. GRAHAMDBROWN.COM 2) CULTURE
  99. GRAHAMDBROWN.COM99 McDonald’s Brand Now McDonald’s Goal Roadblock #2 marketing strategy build around short term awareness
  100. GRAHAMDBROWN.COM build your culture around conversations not campaigns
  101. In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. – Howard Schultz, CEO Starbucks GRAHAMDBROWN.COM
  102. GRAHAMDBROWN.COM102 Campaigns Conversations
  103. GRAHAMDBROWN.COM You don’t need Big Ideas in 2015 this  is  a  chart  of   annual  ad  spend
  104. GRAHAMDBROWN.COM Stop the gimmicks…
  105. GRAHAMDBROWN.COM
  106. GRAHAMDBROWN.COM A “giant coffee cup ball pit”… GIMMICK ALERT
  107. GRAHAMDBROWN.COM GIMMICK ALERT McD  doesn’t  need   this  ad  agency  BS.   A  complete  waste   of  money.
  108. GRAHAMDBROWN.COM “The collection is based on the fast food brand's latest French advertising campaign by TBWA Paris, which features a set of elegant illustrations of McDonald's products, including fries, Big Mac and an ice cream sundae.”
  109. GRAHAMDBROWN.COM109
  110. GRAHAMDBROWN.COM WTF? Think  how  they  could   have  invested  that  money   in  creating  a  better  in-­‐ store  experience  or  staff   development
  111. We can no longer control and manage the brand conversation like we used to... CONTROL MANAGE www.GrahamDBrown.com flickr © posterboynyc
  112. GRAHAMDBROWN.COM Stop bankrolling agency awards
  113. GRAHAMDBROWN.COM
  114. GRAHAMDBROWN.COM and create a Social Space Millennials need and love…
  115. GRAHAMDBROWN.COM
  116. GRAHAMDBROWN.COM
  117. GRAHAMDBROWN.COM Starbucks  creates   a  social  space   that  customers   LOVE
  118. GRAHAMDBROWN.COM Yes, McDonald’s Millennials like waiting
  119. GRAHAMDBROWN.COM Inefficiency  is   good.  Waiting  =   meeting  people.
  120. GRAHAMDBROWN.COM McDonald’s young customer base and workforce are open to sharing the experience
  121. GRAHAMDBROWN.COM McDonalds = 
 Already 5 million shares on Instagram
  122. GRAHAMDBROWN.COM Start  curating  the   customer  stories.   This  is  the  McD   brand  in  2015
  123. GRAHAMDBROWN.COM Imagine if McDonald’s empowered employees and customers to tell their own stories
  124. GRAHAMDBROWN.COM124 Brand Heroes c. 1985 Brand Heroes c.2015
  125. GRAHAMDBROWN.COM How  can  McD  remove   the  walls  that  prevent   these  people  from   being  their  biggest   Fans?
  126. GRAHAMDBROWN.COM These are the new heroes of the McDonald’s brand story
  127. GRAHAMDBROWN.COM127 Not this guy…
  128. GRAHAMDBROWN.COM or this guy…
  129. GRAHAMDBROWN.COM Give customers the tools and the space to make it happen
  130. GRAHAMDBROWN.COM 3) METRICS
  131. GRAHAMDBROWN.COM131 McDonald’s Brand Now McDonald’s Goal Roadblock #3 short term metrics controlled by ad agencies
  132. GRAHAMDBROWN.COM what’s measured gets done
  133. GRAHAMDBROWN.COM
  134. GRAHAMDBROWN.COM focus on recommendation not awareness
  135. GRAHAMDBROWN.COM Starbucks  Dominates  Instagram  Shares Number of photos tagged on Instagram by brand name SOURCE: TOTALYOUTHRESEARCH BASED ON EMARKETER DATA STARBUCKS  IS  ONE  OF  THE  MOST  POPULAR  BRANDS  ON  INSTAGRAM   Nearest  big  brand  Apple  not  even  half  of  Starbucks  Earned  Media Pepsi Coke Apple Starbucks 19.1m 9.1m 5.2m 3.4m That’s  a  lot  of  people  sharing   Starbucks  experiences
  136. Experience is only real... when shared www.GrahamDBrown.com flickr © zoetnet
  137. brands that don’t get shared don’t get experienced www.GrahamDBrown.com pic © GoPro
  138. GRAHAMDBROWN.COM Starbucks  concentrates   its  marketing  on   customer   recommendation  not   awareness
  139. GRAHAMDBROWN.COM McD  is  losing  big   time  in  the   recommendation   game
  140. GRAHAMDBROWN.COM focus on earning BRAND LOVE not buying BRAND LIKES
  141. GRAHAMDBROWN.COM141 Brand Likes, Awareness, Brand Equity, Top of Mind, Brand Recall Recommendation, word of mouth, NPS
  142. Branding in 1985 www.GrahamDBrown.com
  143. Brand Experience in 2015 www.GrahamDBrown.com
  144. GRAHAMDBROWN.COM
  145. GRAHAMDBROWN.COM
  146. GRAHAMDBROWN.COM you can’t buy LOVE in a campaign
  147. GRAHAMDBROWN.COM GIMMICK ALERT This  is  how   agencies  win   “creative   marketer”  awards
  148. GRAHAMDBROWN.COM But  it  only  wins   awards,  not  Brand   Love  or  customer   loyalty
  149. GRAHAMDBROWN.COM
  150. GRAHAMDBROWN.COM implement Frontline metrics like NPS to create a constant customer-employee feedback loop
  151. GRAHAMDBROWN.COM Apple’s  success  stems   from  a  rigorous   implementation  of  NPS   at  the  Frontline
  152. GRAHAMDBROWN.COM Starbucks  is  passionate   about  customer   feedback  -­‐  data  which   impacts  employee   reward  and  promotion
  153. GRAHAMDBROWN.COM McDonald’s has legendary systems and efficiency
  154. GRAHAMDBROWN.COM Apply that knowledge to building customer feedback loops and recommendation
  155. GRAHAMDBROWN.COM
  156. GRAHAMDBROWN.COM “I often describe McDonald’s as possibly the most democratic brand in the world” - CEO Steve Easterbrook
  157. GRAHAMDBROWN.COM Let’s see that happen by putting customers and employees, not ad agencies and clowns, in control of the Brand Experience
  158. GRAHAMDBROWN.COM Share the love don’t forget to 
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  159. GRAHAMDBROWN.COM Learn more about Brand Experience and Brand Leadership…
  160. GRAHAMDBROWN.COM160
  161. www.GrahamDBrown.com Learn how they do it
  162. GRAHAMDBROWN.COM162 Learn  how  to   market  like   Apple,   Starbucks   and  LEGO http://www.GrahamDBrown.com/Manual  
  163. GRAHAMDBROWN.COM If you want to get access to my FREE marketing strategy guide for McDonald’s click the link on the next slide
  164. GRAHAMDBROWN.COM CLICK HERE to ACCESS this FREE case study giving you background insights and analysis for this presentation

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