No matter how grounded the name is, or whether it sounds good or not, the renaming of McDonald's Golden Arch is a very successful marketing event. Secondly, it is another awakening and precipitation of brand culture. Why? How do you say that?

First of all, a very successful marketing event can be said to be for the sake of traffic

Since the incident, Baidu's search keyword "McDonald's Golden Arch" has produced more than 311,111 results, and the first 15 pages are all discussions on this topic by various media and marketers, with approval, teasing, spitting, various analysis articles, spitting and spoofing. For example, Weibo, WeChat WeChat official account, Today's Headline, and other communication/information platforms with great public opinion influence will not be cited here.

Let me give you an example where my feelings are particularly real: WeChat group. I belong to a dozen groups, including personal growth groups, brand groups, marketing groups, close friends groups, etc. Almost all of them are talking about this issue. I usually don't touch hot spots at all, and I don't eat fast food such as McDonald's and KFC. I even went to Baidu to search for this incident and updated this article.

it can be said that this event was very successful. Fast-food McDonald's is a special fast-moving consumer goods industry. Fast-moving consumer goods have a characteristic, that is, they need to do something from time to time to let others know, or they will be easily forgotten by the public through advertising or event marketing. The frequency of its appearance in the eyes of the public directly affects its sales. So you see a lot of advertisements in McDonald's. Almost every time a new product is launched, there will be TV advertisements, bus stops and mobile video advertisements. The input cost of event marketing is much lower than that of advertising.

Judging from the renaming of McDonald's Golden Arch, the official has made it clear that it is only renamed at the certificate level, and the brand image in the storefront, all advertisements and copywriting out of the street are still McDonald's. For a company, it is too common that the name on the certificate level is different from the name on the street. Generally, there is no need for enterprises to emphasize the difference between the two with the public, and consumers don't care at all.

However, McDonald's still told the public that the name change at the certificate level had no substantial impact on consumers and had no change in the company's image, which made the incident well known. Because it knows that in China, where attention is easily distracted, in today's Internet age, this is enough to attract public attention and spit. Of course, because McDonald's is famous enough, if it is a small enterprise, others don't care. It is also because the name Golden Arch is grounded enough and has slots.

judging from the internet traffic brought by the name change, McDonald's has done a great job in marketing this event. From today on, babies are pulling their mothers' skirts and shouting "Ma Ma, let's eat the Golden Arch". I believe that at this moment, someone is teasing friends to eat the Golden Arch.

Secondly, brand culture is awakened and precipitated again.

McDonald's was founded in 1941, and it has been 77 years since then. As an old brand store, no one knows McDonald's from the age of 3 to 81, but not many people know the brand story and vision of McDonald's at the beginning of its establishment, and it is estimated that no one is really interested. Its story and vision, as well as its initial hardships, can be said to be integrated into the image of "Golden Arch". The logo of McDonald's was not like this at first, but it has become like this in the process of development. The Golden Arch witnessed the growth and transformation of McDonald's. I'm not going to go into details about the brand story of McDonald's here. I didn't know it before, but because of this incident today, I went to search, and then I found out, "Well, there is such a culture and story behind the Golden Arch." I think I'm not the only one who got this story, because many people are reading it now.

Through this marketing event, McDonald's successfully let the public consciously dig and get its brand story, and carried out a comprehensive brand culture brainwashing. This is a wake-up call to the old brand culture, and it is also a kind of precipitation. After 11, 11 is its main consumer group now and in the future, so this is a brand's deeper impression of the current audience and a subconscious implantation of future consumer groups.

that's it. I'd like to praise the marketing of McDonald's renamed Golden Arch at the certificate level.

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