Here's a very short piece I wrote a while ago which I found on my laptop recently. Make of it what you will.
So, having worked on a McDonalds brief for college recently and read several articles, from both within and outside the marketing/advertising world, about McDonalds, all equally negative in their tone, I got to wondering about what exactly it is that has made McDonalds such a success. Like it or not McDonalds is one of the most successful brands in the world. At the same time it’s one of the most hated. If you stopped 10 people in the street randomly I reckon 8 of them would give you a negative opinion on McDonalds. I also reckon that 7 of those 8 people will also eat in the place from time to time. It’s one of those weird anomalies. We all agree that McDonalds are a corporate, capitalist, greedy corporation who are slowly killing our kids and destroying our natural environment and not apologising for doing so, but go into any McDonalds restaurant in any city in the world and you’ll see several queues of people just dying to get stuck into the Big Mac they’re about to order. How do you explain that? I sure as hell can’t!
Just as a little aside, maybe a completely irrelevant one, but when typing this up (using Microsoft Office Word 2007) if I typed ‘McDonalds’ then the spell-checker left me alone but if I typed ‘Mcdonalds’ I got an angry red squiggly line telling me I’d made a mistake. I thought that was interesting but maybe I’ve just had too many beers!
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