Monday, January 5, 2015
Lovin' It Might Just Be Overstating It
McDonald's recently reaffirmed its faith in the I'm Lovin' It campaign with its super-appealing, happy-go-lucky Arch Enemies spot despite a mad-scramble for answers to its financial results (read:lack of customers) problem.
On one hand, this is a good thing. It would be a cop out to blame a an overly-simplistic three-letter tagline because it no longer strikes consumers' stomachs like cupid's arrow. It's refreshing to see a company not "rebrand" itself every couple of years when the misused messaging gets stale. The practice of sloganeering for its own sake is a tired marketing practice when the correct strategy starts with the less sexy heavy-lifting in operations, food quality and customer experience.
On the other hand, perhaps "I'm Lovin' It" should be changed because it too is part of the problem. An aspirational tagline such as "I'm Lovin It" flings the door wide open to criticism when customers discover they aren't exactly lovin' what they're getting. For any brand, when there is a gap between what it truly is and what it wishes to be to customers in its messaging, the real problems become more apparent to customers. In fact, this problem has long been brewing at McDonald's while its messaging kept overstating our love for it.
As always, I'd love to hear your thoughts on this topic and any other interesting marketing-related musings