Another brand not quite as stylish

I just read in BusinessWeek about another brand that's trying to shift its position in the marketplace with the help of packaging, namely McDonalds. As we all know, the giant chain has been under pressure for some years now due to health issues, and with its new and crispier looking packaging McDonalds are trying to "create unique personalities for our menu items by telling a story about each one" according to Mary Dillon, McDonald's global chief marketing officer.

Creating brand personalities, for the consumer to connect to and identify with, is an often used tool in branding, and I suppose the big chain wants to do some buddying up with health concerned people to keep its market share. According to an article on the blog Fast Food News the packaging is first introduced in the UK, the US and Ireland, adn will be rolled out world wide during 2010, so I'll have to go out and decide if it's better than before.

I'd still rather have my burgers grilled…