Ben Wise on Branding

Watching the world through the lens of the brand


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With the Olympics Games in full swing, consumers are bombarded with brand sponsorships wherever they look. In an event of this nature, sponsors must be sure to deliver on two things in order to create emotional benefits for their consumers.

First, timeliness is crucial. Events by their nature are for a fixed time and so promotional branding must be done accordingly. Five minutes after Canada won their first gold medal, there were sponsored commercials celebrating the event and creating a strong emotional bond between the brand and the fans.

Second, any brand promotion must be genuine in order to create a real relationship between the brand and their consumers. Without this sincerity, consumers will not form a relationship with the brand.

A few days ago, McDonald’s failed on both of these accounts. Their locations are now equipped with the latest medal count for the country. In one location, the latest medal count was still at zero, despite the country having won three medals already. While to some this may not seem like a big deal, it is a clear violation of both of the above principles.

In the eyes of consumers at that location, McDonald’s was not following through in a timely manner, implying that the sponsorship and relationship with the event was not a priority for them, removing the sincerity of their efforts.

These are small things, but they separate the average brands from the great brands.

What do you think? Does this harm McDonalds’ brand?


Written by benwisebranding

February 16, 2010 at 11:42 pm

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