The last example is a very interesting example.
It’s the Brand Mantra created by McDonalds™. McDonalds™, everybody knows McDonalds™,
and the first thing that will come to your mind, when you think about McDonalds™, is
“Fast Food”. And for many years, this is the way that McDonalds™ was presenting themselves.
McDonalds™ restaurants were a place where you could quickly get some… let’s call it…decent
food at a reasonable price. And they were claiming, that was their outside communication,
that you wouldn’t have to wait for more than a couple of minutes between when you order,
and when you get your food. It was really:” you want some food, you don’t have time, go
to McDonalds™! You’ll get what you expect.” Over the last years, they decided that – and
probably because of the competition -, they decided that they had to change the way the
customers should see them, which means also the way they should see themselves. And, they
switched their vision in a way that, before, a McDonalds™ was a place where the success
is when you don’t spend too much time in it, and they switched it to a place where you
enjoy, you want to spend more time in it. You can compare it with Starbuck™ coffees.
Starbuck™ coffeeshops are basically a place where you can grab some coffee and a donut.
So, it’s clearly a place where you shouldn’t spend too much time, just get a coffee, and
something to eat and leave. But the way they created their coffee shops, the way they designed
it, the way they communicated about it, and what they did, for instance, they were the
first place where you could have free wireless at a time when access to WiFi was quite a
challenge. Starbuck™, they show themselves as a place where you go when you want to enjoy
the time, being quiet because you want to read a book, you want to do some work, etc.
Unlike all the fast-food restaurants, they presented themselves as a place where you
go on purpose, just to enjoy the time. And that was a good solution also because Starbuck™
coffee-shops are mostly for urban people, and urban people usually in big cities, they
live in a small apartment, they don’t have a lot of space. So, it was a way for them
to go out, still, do whatever they want, but socialize a little bit. What McDonalds™
tried to do was actually to create a picture of themselves, and of course for their employees,
about a place where are going on purpose to McDonalds™ because you want to enjoy spending
time in this place. So, when you look at the brand mantra, the brand mantra of McDonalds™
is made of “Fun – Folks – Food”. “Fun” is the emotional modifier, and “Fun” speaks by
itself. I mean, it’s a very strong and clear message about the feeling that people should
have. You want to deliver fun, you want to share the fact that you enjoy the time at
McDonalds™. “Folks”, it’s also a strong word. “Folks” is not like “people”. The “Folks”,
they are your family, they are your buddies, your friends. So, this means that McDonalds™
is designed, or adapted to actually be a place where folks, YOUR folks, will meet. And finally,
the brand function speaks by itself. The brand function is actually about “food”, because
at the end of the day, what Mcdonalds™ does, what they deliver, its food. So, now, we have
seen what is a brand mantra, what are the components of a brand mantra. We saw some
great examples of brand mantras made by some very famous companies. Let’s try to give a
try to a type of brand mantra we could create if we want to develop a new project. So, let’s
say, you stay aligned with McDonalds™, a fast-food restaurant. Let’s say that we want
to create a new type of fast-food. When you associate “fast-food” with the first word
that comes to your mind, usually, you associate “fast-food” with “junk food”. For our project,
we want to go to the opposite, we want to be different. Instead of being “junk food”,
we want to deliver “healthy” food. And “healthy” food will be our descriptive modifier. This
will be what makes us different from the competition. Now, we know that the main difference of our
fast food restaurant will be that the food we will prepare and deliver will be healthy.
As soon as we agree on it, there will be a logical consequence about the way we must
behave. So, why are we doing this? Why are we creating a healthy fast-food restaurant?
We do that because we want people to have healthy food. So, we care about something
else outside. So, if we do that, we must care about other things. For instance, we cannot
deliver healthy food if our resources have a strong environmental impact. So, that means
that as soon as we decide that the difference of our restaurant, of our value, will be to
be healthy, we come to a business model that must include some other parameters of just
being healthy. And that means that the second word of our brand mantra, which will be the
emotional modifier, will be “sustainable”. Because “healthy” food can be associated with
organic, and “sustainability” can be associated with taking care of the people, or users around
us. That means short distribution circuits, a fair price for what we buy. Now, we have
the emotional modifier, it’s “sustainable”, we have the descriptive modifier, it’s “healthy”.
We must come with the brand function. We will be a fast-food restaurant so our function
will be to deliver food. But “food” in that case, it’s a little bit too basic, maybe too
generic. Because “food”… you can grab food everywhere, you can grab food in any fast-food
restaurant. And we want to have customers coming because they want to have a good food,
they want to have a healthy food, and of course, they want to share these values with us. So,
we want to create more value for the food we deliver. For instance, instead of just
“food”, we could choose to use “meal”. Because “meal” is not food, “meal” is a dinner, it’s
a lunch. So, the time you spend to enjoy your food. So, our brand mantra can be for a new
type of fast-food restaurant: “healthy – sustainable – meal”. Now, something which is very important.
It’s not a commercial tagline, it’s not some message we would communicate. It’s something
that defines us, defines our values, defines the reason why we are doing what we are doing,
defines the way our team is working. So, you see that, when I define that in three words,
that will define actually my… kind of my full business model because it means, my resources
will be from local producers, I cannot use plastics, I cannot use single-use dish, things
like that. I must reduce my wastes, I must find a way to do that because this is the
message, this is the core message I want to share with my team and also, after, with my
users. So, when I define my brand mantra, and when I clearly describe what it is, it’s
for me, it’s not just something that I do and forgets it. It’s for me a commitment to
myself, a commitment to my team, that will be how we share values and when people will
come, when I will hire people working in my restaurants, they will come because they agree
with these values. Our fast-food restaurant will be defined by “healthy sustainable meal”.
When we have that, now we can think about what should be the tagline that we’ll create
to actually communicate to the outside.