Comments on: Brands .. in desperate search for new values

By: Steven

Steven — Tue, 30 Oct 2007 19:34:43 +0000

I think it’s a great idea for McDo to sponsor a kids sport team!
I just don’t think it’s a good idea for a kids sports team to accept sponsorship from McDo.
Sure, it’ll pay the bills, but what you gain on money, you’ll lose on credibility.

But of course, that’s just my humble thought.

By: randy

randy — Tue, 30 Oct 2007 19:20:51 +0000

you can’t know much about marketing to think that it’s a bad idea for mcdonalds to sponsor a kids sports team. it’s their target market, and as far as the kids are concerned i don’t think they would agree with you that its bad food. it might be for you, but you’re not being marketed to here. this is a win, win for both of them.
proper and effective? you don’t determine that, the market does.

By: Kristoff

Kristoff — Thu, 30 Aug 2007 23:55:47 +0000

Good points, though dare I argue that, in the end, the only ones caring about brand and identity are the marketing department and the creatives producing the work? Lest the Coke ad perhaps, which seems fair – Coke has always presented itself as a feel-good product. MD, and others, when push comes to shove – they all just want to be out there. So if someone like Loridon comes by and gives them that chance? Why not pick up on it… be it in ads, virals or on the wall of the “kantine”.