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Lovin' a New McDonald's Slogan?

11/8/2014

 
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“Like a good neighbor”
“Melts in your mouth, not in your hands”
“Just do it”

A great slogan, or theme, is the mantra of a strong brand.  It communicates the essence of the brand in a clear, concise, and compelling way, making the brand’s value proposition creatively unforgettable.  Unfortunately organizations often miss the mark with their slogans, sometimes in a big way.

After years of leveraging its iconic theme “I’m lovin’ it,” McDonald’s is reportedly considering a variation of the slogan, to be launched in January 2015.  Some sources have suggested that a new theme will be "Lovin' Beats Hatin',” which McDonald’s has denied.  However, the ubiquitous fast food chain has filed for trademark protection for both "Lovin' > Hatin'" and "Lovin' Is Greater Than Hatin'," which makes it seem that some similar theme is forthcoming.

It’s hard to blame McDonald’s for wanting to shake up its branding.  Significant changes in consumers’ palates and lifestyles, as well as growth of fast casual restaurants like Chipotle, have contributed to McDonald’s continued struggles, including declines in same store sales and profitability.

Will a new slogan correct these problems?  No.  McDonald’s financial challenges are much more deeply rooted in its menu, atmosphere, and service.  But, wouldn’t a new slogan about “Lovin’ > Hatin’” recharge the brand?  Unfortunately that’s also unlikely.

It’s noble for McDonald’s to think of using a slogan to take a social stand, particularly one that encourages love over hate.  Of course, the notion that “love is better than hate” is a truism, or as a Geico commercial might say, “Everybody knows that.”

The important question for McDonald’s is: What would such a theme really communicate about the company’s brand that reflects and reinforces its value proposition?  Not much.  Furthermore, if McDonald’s food, atmosphere, and service remain largely unchanged, consumers won’t care if the fast food chain tells us that “Lovin’ beats Hatin’,” or something similar.

In fact, there’s a risk in using a negative word like “hate” in a slogan.  Even if the theme ultimately is about not hating, the word hate will become associated with McDonald’s at some level.  Organizations and individuals should avoid providing opportunities for such associations to be made.  This idea of using positive vs. negative framing is the reason President Richard Nixon, in the wake of the Watergate scandal and other allegations of impropriety, should have said something like “I’m an honest person,” instead of “I am not a crook.”  What words stuck with people?  Nixon and crook.  Similarly, today’s consumers might remember “McDonald's and hating.”

In the end, McDonald’s potential theme shows good social intent.  Its weak branding, however, promises to create no real stakeholder value.  Hopefully, McDonald’s will forgo the use of “Lovin’ > Hatin’” and avoid a case of “Simple-Minded” marketing.
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Tyler Hughes
12/9/2014 04:35:01 pm

I agree, in that I dont think this is such a good idea for McDonalds to develop further. I like the idea behind the reworking of its slogan, since their current Slogan is so well known, a new one could generate more interest in the business and generate a lot of conversation, at the same time though I am not sure if its the right decision since so many people are used to McDonalds' slogan being "i'm loving it", if they are going to change it I feel they need to change it to something with more of a positive connotation, and like this post suggests, having the word hate in it, I dont think will make it a good switch. Regardless though I think that the switch is coming at a good time, when global sales are down and the company needs something to revitalize its image, I just dont think the current options are what the company needs.

Richard Prensner
12/10/2014 10:56:00 am

I agree that this would be a case of simple-minded marketing. If McDonald's would go ahead with the change, I am not sure how the slogan connects to the food, unless they are trying to dispel the idea that people might hate their food. It seems more likely that they are taking a social stance which doesn't seem to effectively tie into their brand or market. If they do change the name, would they have to change their iconic song too since people often relate the two? It's hard for me to see how such a big change cold produce positive results.

Lucas Acuna
12/11/2014 04:49:07 am

I do not believe that by simply changing the slogan of McDonald's "I'm lovin it" to something like "Loving beats Hating" will "Recharge the Brand". In fact I think that it will hurt them. With the menu constantly being revised and things always changing with their restaurant, I believe that by taking away the one consistent thing that ALL people relate with and recognize as one of McDonald's trademarks will definitely not bring as much success to the company as they think. If anything I would think that the company should invest more time and money into the product which is what the consumer is buying and eating.


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