No matter how grounded the name is, or whether it sounds good or not, McDonald's changing its name to Golden Arches is a very successful marketing event. Secondly, it's another awakening and immersion in the brand's culture. Why this how?

First of all, a very successful marketing event, it can be said that in order to flow

From the beginning of the incident so far, Baidu search keyword "McDonald's golden arches" appeared more than 300,000 results, probably turned over the first 15 pages are all a variety of media, marketers to the The discussion of this topic, there are in favor, there is derision, there are trolls, a variety of analysis, trolls, spoof videos, etc., a time to bombard the network, which is only Baidu this search engine on the data only, there are other platforms it. For example, microblogging, microblogging public number, today's headlines, and so on, very influential communication / information platform, will not be here to give an example.

To give an example that I feel is particularly true: microblogging groups. I was in a dozen groups, personal growth groups, brand groups, marketing groups, groups of friends, almost all talking about this issue, usually do not rub hot spots, and do not eat McDonald's KFC and other fast food, I actually also went to Baidu to search for this event, but also more of this article.

It can be said that this event is very successful. Fast food McDonald's belongs to the special FMCG industry, FMCG has a characteristic, is the need to do something out of it from time to time, so that others know, through advertising or event marketing, or else it is easy to be forgotten by the public, and it appears in the eyes of the public the frequency of direct impact on its sales. That's why you see McDonald's advertisements are especially numerous, almost every new product will have TV ads, bus stops, mobile video ads launched. And the investment cost of event marketing is much lower compared to the placement of ads.

From the point of view of McDonald's name change to Golden Arches, the official has made it clear that it is only a name change at the document level, and that the brand image in the stores, all the advertisements and copywriting on the streets are still McDonald's. The company has been in the process of changing its name from McDonald's to Golden Arches. For a company, the name of the document level and the street name is not the same phenomenon is too common, the company generally do not need to emphasize the difference between the two to the public, consumers also do not care.

But McDonald's made the story public by telling the public about a name change at the badge level that had no material effect on consumers and made no difference to the company's image. Because it knew that in China, where attention spans are easy to lax, and in today's Internet age, it would be enough to get the public's attention. And of course because McDonald's is famous enough that if it were some small business, no one would care. And also because the name Golden Arches is grounded and groovy enough.

From the point of view of the Internet traffic brought about by the name change, McDonald's has done a great job of event marketing, and since today there have been babies pulling on their mothers' coats and yelling, "Ma-ma, let's go to the golden arches," and I'm sure that there are people who are derisively calling out for friends to go and eat at the golden arches at the very moment.

Secondly, the brand's culture has been awakened and precipitated

McDonald's was founded in 1940. , so far it has been 77 years, there are more than 30,000 stores around the world, as a brand old store, it can be said that from the age of 3 to 80 years old no one does not know McDonald's, but there have been not many people know McDonald's founding of the brand's story and vision, and I guess no one is really interested in it. Its story and vision, as well as its early hardships, can be said to be fused in the "golden arches" of this image, McDonald's logo did not start out this way, in the process of development has become this way, the golden arches witnessed the growth of McDonald's and metamorphosis. McDonald's brand story I will not repeat here, I did not know before, but because of today's event I went to search, and then realized that "Well, the original golden arches behind such a culture and story" I think there is this idea, get to the story of the people must be more than just me, because now a lot of the number to this story rehashed and told, and naturally a lot of people are reading it.

McDonald's has succeeded in getting the public to consciously dig into its brand story through this one marketing event, and has conducted a comprehensive brand culture brainwashing. This is an awakening of the old brand culture, but also a kind of precipitation. 00, after 10 is its current and future main consumer groups, so this is a brand of the current audience to deepen the impression, but also to the subconscious implantation of the future consumer groups.

When all is said and done, give McDonald's documentation level renamed Golden Arches event marketing points.

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