Wednesday, June 23, 2004

RIP Mass Marketing

McDonald's Declares the Death of "Mass Marketing". Their CMO Larry Light describes their new brand strategy as something more akin to "brand journalism" or "brand narrative". Finally, marketers -- not just McDonald's, though they are a bellwether -- are seeing the advantages of telling a more complex "story" over clobbering their customers with the same message in the hopes they'll get it.