Mcdonald's Pulls Further Away From Mass Marketing
CMO Larry Light Calls for Move to 'Brand Journalism'
Declaring that mass marketing no longer works and that "no single ad tells the whole story," Larry Light, McDonald Corp.'s chief marketing officer, said McDonald's has adopted a new marketing technique that he dubbed "brand journalism."
Speaking at the AdWatch: Outlook 2004 conference at the New York Sheraton Hotel and Towers, Mr. Light described the concept as one marking "the end of brand positioning as we know it." He went on to say that effective marketing should use many stories rather than employing one message to reach everyone. In effect, he declared that McDonald's was abandoning the universal message concept.
External Source - For the complete article click here
Speaking at the AdWatch: Outlook 2004 conference at the New York Sheraton Hotel and Towers, Mr. Light described the concept as one marking "the end of brand positioning as we know it." He went on to say that effective marketing should use many stories rather than employing one message to reach everyone. In effect, he declared that McDonald's was abandoning the universal message concept.
External Source - For the complete article click here
