Here at BrandCulture's new Worldwide HQ, we are scratching our heads at Burger King's latest ad:
With this ad, Burger King effectively commoditizes itself while positioning McDonald's as the product/taste leader. While Burger King will undoubtedly encourage some switching (though how many people will change their routine to save a buck or so?), should the chain ever wish to raise the price of their knock-off, we suspect those customers they do convert will quickly return to McDonald's to buy the genuine article.
And is it worth what they are giving up in terms of positioning the Burger King brand?
Television viewers: McDonald's is "where it's at" in fast food. How do we know? Because Burger King told us so in this ad. And based on our own work with McDonald's in a previous life, we can bet the communications folks there are basking in this free publicity.
Here's a little gratis communications consulting for any businesses/organizations/brands that aim to dethrone the number one player in their respective industries: don't reinforce your competitor's strength or commoditize yourself by promoting your products and services as cheaper, copied alternatives.
Burger King is the second-largest fast food chain in the world. With this ad, they appear destined to remain #2.
BrandCulture’s thoughts on the conventional wisdom.
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