McDonald’s has apparently announced a major new “brand” campaign, while sticking with the “I’m Lovin’ It” theme. According to this article, much is being made of the breadth and depth of the new campaign. Really? Do you really think the public’s problem at McDonald’s is a communications problem? Oh, wait they call this a “marketing” problem.
They do indeed have a Marketing problem, just not a marketing communications problem. Their offerings are out of sync and their environment and service delivery are apparently also sub-par. Thus declining sales. Their Marketing solution, as I noted, is to reduce their menu size by a few percent. Their major effort appears to be marketing communications.
United Airlines convinced almost no one that their customer service was superior with ads that said so. McDonald’s like United and others needs to fix their “product” offering (Marketing’s front end) before they crow with their marketing communications. Otherwise it is just putting lipstick…