How McDonalds did it!! Remaining Relevant in a ‘Live Healthy’ Era.

Last week’s post focused on how a brand can revitalize itself and hence remain relevant to its target over time and as its consumers change. This week’s case study will extend the discussion to how to maintain brand relevance  even when the shift in consumer behavior is monumental!

I like bringing discussions home to our local Ghanaian industry. That way, when I make analogies to the case study in discussion, there’s a deeper understanding because it’s locally relevant.

I’m not sure if you’ve noticed but healthy living is the in thing now. Over the past two to three decades, the whole world  has been gripped by the need to live healthy. In Ghana as the middle class grows and foreign influence in our lifestyles increase, its not only our fashion sense or entertainment styles that have changed, our health choices have too. There are more keep fit clubs, health walks, health spas and gyms. People’s eating habits and choices have also changed towards healthier options.

Even the turkey tails and tsofie have

How To Use Social Media To Revitalise Your Brand!! The Old Spice Case Study

Will your brand still be relevant to its target 20 or so years from now? I asked a brand manager this question, his honest ‘No!’ of an answer surprised me. Lets face it, very few brand custodians understand that it is also their responsibility to ensure that the brand’s relevance the target is timeless. As consumer habits change, the brand must evolve to maintain its relevance.

It goes without saying; it’s the brand custodians’ job to ensure that the brand has a timeless appeal and long-term relevance! You’re wrong to think it’s the consumers’ job. Reason: One thing true marketers are cock-sure of apart from taxes, is