I mean, now there app sits right next to my fitness plan I know which one I am going to being on more often than not. I guess my the summer body goals can wait another year. Sigh.
So what are some of the ways McDonald's have communicated their new mobile app?
Whacking out the recognisable brands codes that we all know and love. Mark Ritson recently wrote about the importance of brands codes (KBAs) in praise of Mastercard’s decision to drop the name from its logo. The renowned marketer spoke eloquently about codes being “sensationally important to a brand in achieving distinctiveness in the market”. He bemoaned that fact that so many agencies are reluctant to emphasis their brand codes and implored them to buck this trend by peppering all their tactical work with these symbolic and graphical devices.
Now the ones McDonald's use are not exactly trademark-able or legally ownable per say. But they are definitely synonymous with the big arches.
Check out the clever use of mobile phones to make up some of the classic yummies we buy from the brand. We recognise the food, the mobile phone and brand colourways so when we see “Mobile Ordering is here” it all makes sense and our brains love that!
No cognitive dissonance over here thank you!
Now the ones McDonald's use are not exactly trademark-able or legally ownable per say. But they are definitely synonymous with the big arches.
Check out the clever use of mobile phones to make up some of the classic yummies we buy from the brand. We recognise the food, the mobile phone and brand colourways so when we see “Mobile Ordering is here” it all makes sense and our brains love that!
No cognitive dissonance over here thank you!
No comments:
Post a Comment