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 Hey! It's a bilingual blog. Scroll down! » MacDonald's NO LOGO

 5 Comments- Add comment | Back to Hey! Written on 17-Nov-2008 by julio.ferro

 QOP.jpg

Parece que MacDonald's en Japón está testeando una estrategia de No-Marca. Abrieron 3 nuevos locales llamados "Quarter Pounder" en los distritos de Aoyama, Omotesando y Shibuya East en Tokyo el 1 de noviembre y hay largas colas en los frentes de estos restaurants como parte de una nueva idea para el branding de hamburgesas. Menos será más?

Todo es muy limpio, desde la imagen de marca hasta los menúes. No hay arcos dorados, ni Ronalds, ni Cajita Feliz, ni batidos. Sólo cuartos de libra (con queso, claro) y dobles cuartos de libra (con doble queso, claro). Los tradicionales McD de Tokyo no sirven estos productos por lo que son exclusividades de estos locales.

No tienen sabor a poco? Sobrevivirá? Cuánto aprovecha de la BIG Mac?

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Menu.jpgIt seems McDonald's Japan is testing a no-brand marketing strategy.

McDonald's opened a couple of stores called "Quarter Pounder" in Aoyama, Omotesando and Shibuya East, Tokyo on November 1st and there are long lines in front of these shops as part of new hamburger branding idea. Less is more?

Everything is clean, from the brand ID to the menus. There are no archs, no Ronalds, no Happy Meals and no shakes. Just quarter pounders (with cheese, of course) and double quarter pounders (double cheese, of course). The traditional McD's restaurants don't serve this products in Tokyo so it's kind of exclusive for these stores.

There are less appetite appeal, aren't they?Will it survive? How much does it takes from the BigMac brand?

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Comments

  • written on 17-Nov-2008

    russell.volckmann [http://www.webjam.com/brandintegrity] says:

    Interesting. I know also that the popular North American ice cream store "Baskin & Robbins" goes by the name of "31 Flavors" in Japan also. But there are still the product (line of 31 products) attributes that drives the brand. I'm OK with that.

    On a similar note.... When I spearheaded the re-branding of Landor Associates several years ago, we came to the conclusion that Landor is inherently a perpetual co-brand for its own client brands, and that no logo was the right solution for managing Landor as a co-brand. The former Landor logo was Walter Landor's ship (The Klamoth) and is now treated as a lexicon, which respects the company history, but receives a somewhat arm's length treatment.

  • written on 18-Nov-2008

    Lucas Pelissero says:

    Interesante estrategia. Habría que plantearse si el hecho de la falta de marca, no se convierte en una marca en sí misma. La ausencia de marca puede ser una utopía, y es un hecho que los locales no presentan los arcos dorados ni el logo McD pero lo sustituyen con una marca alternativa. Viene en mente el caso Prince, cuando en un ataque de egocentrismo decidió "no llamarse". En un mundo en donde el anonimato, o mejor dicho, el perfil bajo ha perdido fuerza, sobretodo del punto de vista comercial, el tener un nombre es imprescindible y el no tenerlo, o desear no tenerlo, casi irrealizable.

  • written on 18-Nov-2008

    cristian.saracco says:

    It denmostrates that brand experience goes beyond a name, a symbol and its communication

  • written on 18-Nov-2008

    russell.volckmann [http://www.webjam.com/brandintegrity] says:

    Exactly

  • written on 18-Nov-2008

    chickerino [http://www.chickerino.com] says:

    Only in Japan!

    This is the McDonalds in Southend Kursal (near where I grew up).



    Naturally my heart bled when it closed down!

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