If you can complete this list, you are showing your age and you’ve just shown that marketing theory is not just fluff. When McDonald’s was really pushing the Big Mac back in the 70’s, it was the start of the specialty burger. Before that, everyone ordered a hamburger, a cheeseburger or a double cheeseburger. Not much variety. McDonald’s had to show people that they had something different in their Big Mac, so they created ads that clearly described what they were selling. I even got an iron on with the ingredient list from my cousin who lived in the city.
Over lunch today, a client and I were struggling to come up with a memorable tag line for his new product. He referenced the McDonald’s “I’m Lovin’ It” tag line as an example of what he was looking for. The “Product Life Cycle” is an important tool to marketers and if you get a chance, you should look it up. Basically, it helps marketers decide what kind of marketing is required based on whether a product is new to the market or older. My client has a new product – people still need to know what is in his Big Mac. It will be a while before his brand is so recognizable that his tag line will not have to reference his product at all. In the early stages of a product, people need clear words and messages about what you do so they don’t get confused. Later, when the product or service function and benefits are known, you can focus on the flashy, emotional brand building that McDonald’s does so well.
For those of you who are too young to remember: cheese, pickles, onions on a sesame seed bun.