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Posted by on Oct 11, 2009 in Branding | 0 comments

McDonalds and the Louvre: McLouvre?

Next time you visit the Mona Lisa, would you want to get a whiff of greasy fries? McDonalds recently announced it is going to set-up shop in the Louvre. Though McDonalds will try to create a high-end atmosphere, it is a true clash of brands: prestigious art museum meets low-grade, homogeneous fast-food. From a branding standpoint, this move is not one that will benefit the Louvre. By introducing cheap fast food to a museum known for its class and beauty, ultimately, it will lose charm and appeal. It’s about keeping on-brand. Consider Isaac Mizrahi’s decision to feature his designs in Target. Yes, Target is a national chain. However, of the national chains, Target is most on-brand for Mizrahi. If the high-end designer were to be featured in Wal-Mart, he would be making a “McLouvre.” When considering cross promotions and brand affiliations it is crucial to make sure it’s on-brand. When you think of Target, it’s higher end than market competitors, however when you think of the Louvre, the last...

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Posted by on Sep 26, 2009 in Branding | 0 comments

Under Armour Doesn’t Care About Me

As most people that buy gym memberships after the holidays, I was really excited about getting into shape. To prepare for my new look, I went to the Under Armour outfitter to buy some work out clothes. I’m a small guy, so I was surprised when all of the gym attire could hardly make it past my arms. My god I thought, should I have been working out before I bought my work out clothes? I’ve seen enormous football players, five times my size, fit into these shirts. After I was able to fit into a large (I’m a small), I looked like I’d gained 50 pounds. Discouraged, I went with Reebok, because I could fit into a medium shirt. On the way home, I realized something– I’m not supposed to wear Under Armour. The designers at Under Armour do not want me to buy their clothing. I’m a skinny guy just under six feet tall. Had they wanted me to buy their apparel, they would have used the...

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