Taco Bell takes on McDonald’s Head On. First with Ronald McDonald and now telling consumers to “move on from your old Egg McMuffin”

urlWow, these latest Taco Bell ads take a lot of guts!!!!  The new ads from Taco Bell take on the golden arches head on by using long time icon Ronald McDonald.  Not quite the mascot, but if you watch below you will see how inventive and cute this spot is.  I sure hope Taco Bell has the word “cheeky” in the creative brief because they sure are nailing it. In a highly competitive fast food category, Taco Bell does stand out as being different–not just in the food items they offer, but in the creatively aggressive advertising.  A great lesson for Brand Leaders, you really have four choices:  different, better, cheaper or not around for very long.  Having gone into an empty Burger King at the dinner hour last month, my prediction is that they are taking the “not around for very long” strategy.  Here’s Taco Bell and here’s what different looks like: 

 

And here’s the latest with a little jingle that calls out the Egg McMuffin as so yesterday (he takes down his Loverboy poster), and asks consumers “move on”.

 

 

 

As I said earlier in the week, I love McDonald’s.  Click here to read a story about how McDonald’s takes a wonderful Advertising idea…and makes a complete disaster out of it 

Great job Taco Bell.  Keep being Different

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Five Ads that connect powerfully by getting on the side of consumers

consumers-1Whenever I watch TV these days, most of the ads on there just bark out some small feature they have compared to the competition.  I’m usually yelling at the TV:  “And what about the benefit?”   It drives me crazy because these same Brand Leaders say they are strategic and consumer focused.  Brands have really four choices:  better, different, cheaper or not around for very long.  Marketers tend to get so fixated on being better that they take some small feature and try to make a huge deal out of it.  But they tend to leave out he option of DIFFERENT.  

Within a sea of brands yelling features at the consumer, one of the best things you could do to stand out as DIFFERENT, is to get on the side of your consumer.   It will put you in that powerful position where they will say “This Brand is for me”.  

Here are five examples of Brands that connect with the consumer.  Maybe they can inspire you to start thinking about talking WITH the consumer about what’s important to them, rather than talking AT the consumer about what’s important to you.  After all, consumers don’t care what you do, until you care about what they want.  

Dove “Evolution”

For years Dove competed in the hand and body category, always with the Litmus test trying to be the BEST.  But they never really grabbed the huge share until they connected with the consumer and got clearly on their side by talking about real beauty.  

 

Nike “If you let me play”

Nike has a history of using big name athletes, but then every once in a while they make powerful ads that speak with the consumers.   This ad from the late 90s powerful speaks to the female participation in sports and what it can do for them. This ad is more about the consumer than it is the shoe, and puts Nike clearly on the side of female consumers.  

 

Benylin “Should I Stay”

This happens to be one of the spots I worked on.  Cough medicine is a tough category with so many competitors all saying the same thing.  Benylin for years, owned the “doctor recommended” claim.  The whole doctor recommended feels very out of date, and out of touch.  So once we made the decision to tell people to call in sick, take a day off and rest up, consumers started to see that we were on their side.  

 

Toyota “Swagger Wagon”

While every mini-van is talking about features, Toyota decided to talk about the consumers, even making fun of them.  It’s a bit dangerous to make fun of your consumer, especially making jokes about their mid-life crisis.  But this ad does an amazing job by talking about everything the consumer would already make fun of themselves for.  It clearly puts Toyota on the side of consumers.  Having owned a Sienna, and with 2 kids, this makes me laugh so hard.  

 

Ram “Farmer”

To me this is one of the best ads of the year, the clear winner at this year’s Super Bowl.  During a very patriotic time for Americans, this ad just screams, we get you.  I love how dramatic the voice over of Paul Allen against the still photos of the American farmer.  it’s less about the truck and clearly about the consumer.  

 

Find an Insight to Stand Behind

Insight is not something that consumers ever knew before.  That would be knowledge not insight.  It’s not data or fact about your brand that you want to tell.  Oddly enough, Insight is something that everyone already knows. Insight comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only who felt like that”.  That’s why we laugh when see the way that insight is projected with humor, why we get goose bumps when insight is projected with inspiration and why we cry when the insight comes alive through real-life drama.  These ads above all tap nicely into a real life insight, beyond the brand.  

Step in the shoes of your consumer and you’ll be shocked how good it feels.

 

To see a training presentation on getting better Advertising: 

 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  We believe the thinking that got you here, will not get you where you want to go.  grOur President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com

 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands how we can help train you to be a better brand leader.

5 great ads based on a unique consumer insight

 

Consumer InsightsWhat is a Consumer Insight? An insight is not something that consumers ever knew before. That would be knowledge, not insight.  It’s not data or fact about your brand that you want to tell. Oddly enough, Insight is something that everyone already knows. 

Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Consumer Insights come to life when they are told in such a captivating way that makes consumers stop and say “Hmmm, that’s exactly how I feel. I thought I was the only one who felt like that.” That’s why we laugh when seeing the way that insight is projected with humor, why we get goose bumps when insight is projected with inspiration and why we cry when the insight comes alive through real-life drama. Here’s how it shows up in great advertising.

Dove “Real Beauty”

We know that the women we see up on the runway are size 2, 103 pounds and likely 17. Movie stars have had plastic surgery. We know that print ads, even with the most beautiful women, have been photo-shopped. There are real problems in our current society with anorexia, anxiety and depression about appearance. Dove’s insight of “Women in all shapes, sizes, look are still beautiful. Let’s stop idolizing the fake and start living in the real world. Let’s be happy with what we look like”. Women connected with this insight because they already felt that way, but were just glad someone was finally saying it.

Benylin “Take a Benylin Day”

Can you ever imagine a cough medicine telling their consumers to take a day off? This one is one of my ads from a decade ago, so I know it well. Let me share the science of cough medicine: a cold lasts 7 days WITHOUT cough medicine and a cold lasts 7 days WITH a cough medicine. The big drug companies fear you will ever find that out. But in reality, the role of a cough medicine is not to cure you but to comfort you.

The insight here is that “Having a cold really sucks, trying to fight through it and get to work sucks, even more, I know in the back of my mind I should call in sick and just take a day to get better. What is with all these medicines telling me how to get back to work?” Benylin captured consumers by portraying how consumers feel when they get a cold. They were happy someone was giving them permission to take a day off and rest. Online, we even gave them a script and practice sessions for how to call in sick.

Ikea “It’s just a lamp”

It’s a gutsy move by Ikea to admit that their furniture is disposable. But in reality, Ikea has loyal fans that keep coming back to the store. This Lamp ad captures consumers who connect to the insight about “whey hang onto this old lamp, it’s crazy, just get this year’s better model”.

Stella Artois “Home from the War”

Stella is a premium beer, not for all occasions. It’s worth savoring, not wasting on the everyday moments. Here is a son returning from war, his dad is so relieved to see him and the obvious moment is to give him a Stella to celebrate his return. But, the dad views Stella was such a high regard that “I love my Stella so much that I would not waste Stella, even on the man who saved my son’s life”.

Nike “Find Your Greatness”

There is a fat kid inside most of us. This ad was aired during the Olympics when the best of the best are celebrated and those who come 4th are chastised. “I know working out is good for me. I am never going to win a medal. But I still want to improve, just a little”.  We don’t have to push to win a gold medal to be motivated to get out there and run.

To read the Beloved Brands training presentation on how to get Better Advertising, click on this SlideShare presentation: 

I am excited to announce the release of my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

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Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

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