“Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” – David Ogilvy
“Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun” (concept created by Charles Rosenberg) is a classic jingle that has helped McDonald’s establish the “Big Mac” as an iconic American sandwich. Whether you like McDonald’s or not, you must give them credit for their high level of brand recognition. The timeless “Big Mac” sandwich is easily recognizable without the logo or tagline, but it is much more than special sauce that makes this sandwich/brand so tasty in the minds of consumers all over the world.
Beyond the special sauce - It is all the elements that McDonald’s has incorporated into their packaging, advertising, and messaging that has made it possible for their company to gain such high levels of brand recognition and evolve into one of the world’s most influential brands.
So, what exactly is brand recognition? Brand recognition “is extent to which a consumer can correctly identify a particular product or service just by viewing the product or service's logo, tag line, packaging or advertising campaign. Brand recognition requires the consumer to recall prior knowledge. In order to build brand recognition, an organization must repeatedly provide consumers with a consistent visual or auditory learning experience.”
Establishing a memorable brand is essential in a competitive marketplace, because it allows you to gauge how well you communicate with your target audiences and how receptive they are to your brand. From saucy jingles to sesame seed buns, it is clear that McDonald’s is definitely a well-tamed, (beefy) advertising beast and their consumers are “lovin’ it!”
Look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand!
Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #005
JENNIFER T. GRAHAM