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“CRUMBLE INTO DUST.” Soft-drink, fast-food, and beer brands rely heavily on advertising to shift market share and drive traffic to stores. Yet Wendy’s (WEN ) scored zero recognition after more than two years of advertising “It’s Better Here.” Coke’s (KO ) 18-month-old “Real” effort scored just 5%. On the other hand, McDonald’s (MCD ), which launched “I’m Lovin’ It” in early 2003, scored a better than respectable 33%.

What separates a good ad slogan from a poor one? David Droga, worldwide executive creative director for French ad agency Publicis, says slogans work best when they reflect “not only the soul of the brand, but the company itself and its reason for being in business.” Contemporary catch-phrases, he says, “just crumble into dust.”

https://www.businessweek.com/bwdaily/dnflash/oct2004/nf20041014_4965_db035.htm

Larry Light, global chief marketing officer at McDonald’s, once again publicly declared the death of the broadcast-centric ad model: “Mass marketing today is a mass mistake.” McDonald’s used to spend two-thirds of its ad budget on network prime time; that figure is now down to less than one-third.

https://www.adage.com/news.cms?newsId=41759

How Does Anybody with a Business to Run Do All This Customer Analysis Without Spending Tons of Time and Money?

How do you do it? You can begin to learn a lot about your customers, playing field-both current customers and potential ones-without conducting expensive market research and without wasting tons of time in focus groups. You can integrate your research into your daily conduct of business. It’s not hard.

First, keep it simple.

[Read more…] about Your Customer Playing Field