In: Business and Management

Submitted By malleminmalle
Words 4647
Pages 19

Design Management Journal

Toward meaningful brand experiences
David W. Norton, PhD, Vice President, Experience Strategy and Research, Yamamoto Moss

Reprint #03141NOR19 This article was first published in Design Management Journal Vol. 14, No. 1 Brand Frontiers: Designing More Than Experiences
Copyright © Winter 2003 by the Design Management Institute . All rights reserved. No part of this publication may be reproduced in any form without written permission. To place an order or receive photocopy permission, contact DMI via phone at (617) 338-6380, Fax (617) 338-6570, or E-mail: The Design Management Institute, DMI, and the design mark are service marks of the Design Management Institute.


Toward meaningful brand experiences
By David W. Norton, PhD
Millennial '90s '80s Meaningful experiences Brand truth Brand experience Brand image Successful brand strategies Meaningful brand experiences Experiential customer encounters Products & services with personality Design solutions Experiences Products & services Evolution in consumer demand


eflecting on the past 20 years, David Norton discovers a fascinating evolution. In the ’80s, increased consumption paralleled the focus on brands and branding. We were what we bought. The cost, however, was a decline in cultural wealth. In the ’90s, brands became experiences rather than objects. Today, seeking to renew cultural capital, the challenge is to go one step further, to create brand experiences that add value and meaning to life.

The question that every product developer and every design firm today must address is whether the aftermath of September 11, 2001, and the dotcom recession of 2001 through 2002 will have a long-term effect on the way we think about our businesses and our customers. Will we continue to design products,…...

Similar Documents


...want to introduce the challenge of Mccafe.There are three main challenges faced by Mccafe. 1. In 2008, due to the great depression, many people switched to buy coffee in Mccafe because of the lower price. And now, Starbucks is now increasing in popularity in Hong Kong; this shows that people concern more about the quality and environment. Therefore, people may switch back to buy coffee in starbucks. Also, Mccafe does not have clear target market; this may affect its competitiveness. Mccafe does not have much strength that can compete with starbucks. The first challenge is that how to compete and survive in this coffee market. 2. The second challenge is the unclear positioning. Mccafe in Hong Kong open next to the McDonalds. People who buy food from McDonalds can sit the area of Mccafe while others who buy coffee from Mccafe cannot find a seat so they cannot enjoy the better environment. Therefore, is it worthwhile for people to buy a cup of coffee which values $22? Some people may think that they spend $10 more but can enjoy better service and environment in starbucks. Does Mccafe need to be separated from McDonalds? 3. The final challenge is the brand image of Mccafe associated with McDonalds. In Hong Kong, Mccafe opened next to McDonalds. It is easy for people to think that the brand image of Mccafe is associated with fast food which may get away some customers.Therefore, Mccafe should build a health image so as to attract more customers....

Words: 255 - Pages: 2

Mccafe Campaign

...changes to their menu since its opening in 1940. Adapting to the consumers demands delivering high quality products to maintain a presence in a competitive market. The McCafe campaign intents to target the young generation and adults by offering coffee products for a fraction of the price that Starbucks does. The purpose of this paper is to discuss the impact of the campaign on the internal and external stakeholders. It will identify the stakeholders’ needs specific to each category and it will finally provide recommendations to the existing campaign. Internal and External Stakeholders McDonald’s is a company “committed to providing choices, assuring quality and safety, delivering great taste, and sourcing in an ethical manner” (McDonalds, 2008). The main goal of the company is to earn the public’s trust. Every change or addition McDonald’s makes to its menu has an impact on its stakeholders. The company works with internal and external stakeholders to equilibrate a difficult set of social, ethical and ecological considerations. The stakeholders have a vested interest in the organization. The internal stakeholders are directly affected by the company’s stability and wages. The external stakeholders are a proactive part of the company but not employed in a direct way by it. In the big scope of things the McCafe campaign will add a new image to the existent one. The campaign does not impact all of the stakeholders in the same way. It represents an opportunity for......

Words: 992 - Pages: 4

Mccafe in Hk

...Starbucks Hong Kong Hong Kong Starbucks is my all time favorite. It is actually not a totally Hong Kong western franchised restaurant. It is run by a big Hong Kong restaurant chain, Maxim. They don't have any Chinese fusion coffee or snacks. They do have some great bakery goodies that you can't find in any Starbucks in U.S. Perry always makes sure that I have their spinach quiche (it's actually a pie, more than a quiche 'cos no egg is added) when we are there. They always warm it up in the oven and bring it over to your table. They also have seasonal specials. If you happen to enjoy their coffee in the store like I do, you may get a free sampler. It doesn't happen frequently. But I did have a very good experience one year of trying a white chocolate coffee sampler before Christmas time in the one close to the Tsim Sha Tsui Star Ferry station. Most Starbucks in Hong Kong have big comfy sofas. You rarely find one without. My best friend, Elaine, loves to go to those where you can enjoy the Hong Kong Victoria Harbor view (coming soon link to Junk Boat ride page). If you are lucky enough to get a table next to the window, from my point of view, that is one of the most enjoyable moments in life. You can find the Hong Kong Starbucks with harbour view in World Trade Centre, near Ocean Terminal and Harbour City. The Starbucks in Prince Building has a very peaceful atmosphere. During Chinese New Year, many companies in Hong Kong give out red pocket envelopes for......

Words: 312 - Pages: 2

Macdonalds Marketing

...logo. For families they also have many different types of family meals for special occasions, parents may also purchase a family meal instead of ordering individually. In various countries McDonalds also has student’s meals which makes it more affordable for students . Students also tend to hang out at McDonalds to study. For café goers they have mccafe which has a quieter ambience, a place to relax or even for business entertainments. For working adults they seek fast and convenience meals ‘grab and go’ which McDonalds also cater to such as drive-thru, takeaways and mcdelivery 2) Psychographic segmentation Macdonald has adopted its marketing strategy according to the lifestyle of consumers around the world. An example would be as to accommodate the trend for high quality coffee, McDonalds’s Australia first introduced mccafe a café styled accompaniment to McDonalds. Today, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. After upgrading to the new McCafé look and feel, some Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were over 600 McCafés worldwide (McDonalds, 2013). With over 34,000+ restaurants worldwide McDonalds is the world’s largest chain of hamburger fast food restaurants serving over 68 million people worldwide. In Singapore alone there are 22 outlets of McDonald’s restaurants making it very convenient as it is widely available. 3) Behavioural segmentation......

Words: 608 - Pages: 3

Mcdonald's Case Study

...its competitors combined. The McCafe Concept Even mature markets can have gaps in provision that leave some potential customers unsatisfied. The McCafé development is the result of intensive market research that has identified a group of potential customers that had remained largely untapped. McDonald's recognises the importance of listening to the needs and requirements of this substantial group of users. McCafé provides an avenue for McDonald's to target these consumers by offering high quality coffee served by specially trained café staff in a café style environment. McDonald's has defined its target market clearly. TheMcCafé target market is customers who appreciate quality coffee and who want an excellent product in an attractive, undaunting environment. This concept has already worked well in Australia and New Zealand where the café concept is less developed than in Europe and America. These examples suggest that while McCafé works well and is profitable in both city and suburban locations as city locations in the UK become increasingly flooded with new entrants to the café market, competition for 'the coffee £' will continue to increase as will the need to continue to l0ook for new ways to compete within cities. Suburban and regional McCafés offer a new group of customers a way of taking 'time out' with a good cup of coffee. Demographically this group is primarily female, aged 25-39. Many within this group have young families. McCafé are designed to offer them a......

Words: 1152 - Pages: 5


...restaurants, and create new products that meet the changing needs of its customers. This strategy works towards increasing sales and guests counts while optimizing operations to increase profitability. Much of McDonald’s strategy involves promoting new and classic menu items such as the Big Mac, McCafé and Snack Wraps while delivering the best food experience possible. The company also feels that it can grow sales with maintaining and expanding its dollar menu so that more affordable items are available. Furthermore, the company provides locally preferred menu items so that it doesn’t alienate itself from its communities (example: Restaurants in Hawaii offer pineapple instead of fries). Combined with convenient locations, optimized drive through service and longer store hours these factors should provide exceptional restaurant experiences. The company has also allocated $2.1B towards restaurant improvements for 2009 to modernize its operations. These funds are also to help continue its specialty coffee and beverage expansion. This investment is done with the expectation of serving more customers at a faster pace (including drive-thru) as well as being able to provide its new McCafé drinks and future specialty drinks. These improvements should add to customer experience and improve profit margins by taking less time to provide food and deliver the profitable specialty coffee drinks that have been proven very successful. McDonald’s also hopes to appeal to a......

Words: 288 - Pages: 2

Starbucks Marketing Plan

...beverages and smoothies because they do not only want to attract coffee lovers but also other consumers as well (Stetzer, Stanley & Hayes 2009, p.77). Competitor Analysis According to Yahoo Finance, the main competitors of Starbucks are Dunkin Donuts and McCafe by Mcdonals (, 2013). Dunkin Donuts is a competitive threat to Starbucks in the United States because Dunkin Donuts sells franchises to independent owners therefore their ability to rapidly expand becomes a threat to Starbucks. Dunkin Donuts has 10,083 stores worldwide including 7,015 franchised restaurant and 3,068 international shops in 32 countries (, 2013). McCafe by Mcdonalds is also a huge competitor or Starbucks and they represent a threat globally because they have the leading market share in almost every major company. Besides that, McCafe is a competitive threat to Starbucks because it already has a global presence and strong branding. As of today, there are more than 10,000 outlets of McCafe around the world (, 2013). The table below shows the differences between the three companies in terms of strength, weakness, competitive advantage, objective and strategies. Starbucks | Dunkin Donuts | McCafe | Strength: * Strong brand-name * Strong financial history * Quality and unique hand-crafted products * Market dominance | Strength: * Strong brand-name * Worldwide chain of franchise * Strong cash flow * Effective marketing &......

Words: 3426 - Pages: 14

Health and Human Services

...Front Counter- Make sure that all condiments, cups and desert cups and lids are stocked including (oatmeal, water, apple juice, milk, jelly, etc.), empty trash, wipe down coffee brewer, shake machine, flurry machine and creamer dispenser, sweep and mop. Presenter- Stock all condiments, cups, lids and bags. Make sure ice bin is full and frappe machine also has ice. Wipe down abs, sweep, mop and empty trash. HD1 and HD2- Stock all spoons, water, milk, juice, mccafe cups and lids. Make sure there is an ample amount of cream cheese, whip cream and orange juice. Wipe down mccafe machine, creamer dispenser and juice dispenser. Sweep, mop and empty trash. Fries- Make sure the fry boxes and hash brown bags are stocked. Clean inside of fry station to make sure there are no old fries under or around boxes. Keep mirror on fry station clean and free of grease, keep fryers skimmed and wiped down. Ensure there are enough fries (4 boxes) for next shift. Sweep and mop. Table 1 and 2- Make sure that table is stocked and timed. Ensure there is enough backup for the next shift. Keep table wiped down and boxes, wraps, etc. are neat. Nothing is to be left on top of cabinet. Sweep and mop. Grill- Make sure grill is clean and wiped down. There should be no grease that is visible on the clam shells or on fried product area. Ensure there is enough Bacon, chicken and meat for the next shift. Also, all utensils are to be washed every 4 hours. Sweep, mop and empty trash. Backdrive- Keep salad......

Words: 292 - Pages: 2

Ms Donald Analysis

...McDonald's vision  McDonald's vision is to become its customers’ favourite place and way to eat and drink McDonald's Missions  to grow market share by achieving its three global priorities. 1. Optimising menu: Maintain popular core products and continually introducing new innovative localised products Differentiating its brand, for example, as a beverage destination by growing McCafe Develop healthy and balanced meal options to enhance its food image and to satisfy customers’ needs 2. Modernising our customer experience: Achieving operational excellence through technological innovation Reimaging shop look by remodelling restaurants with new designs 3. Broadening accessibility: Making it more available in the term of price, location and operation hours. To strengthening brand recognition by going over economic performance and pursuing commitment to sustainable business practices of all aspects of business and community Be the best employer for our people in each community around the world * Deliver operational excellence to our......

Words: 2650 - Pages: 11

Mcdonald's Marketing Strategy

...started releasing a variety of coffee drinks labeled “McCafe,” that were basically a cheap version of the typical Starbucks coffee drink, such as the McCafe Latte or the Frappe Mocha. Not only did McDonald’s coffee giveaway, promote their coffee, but it promoted their entire breakfast menu. As a matter of fact, I was a victim of McDonald’s promotion first hand last week, when I was too lazy to get out of bed and fix my morning cup of coffee. I remembered hearing about McDonalds giving away free coffee, so I decided to go get myself a cup. While I was ordering I couldn’t help but notice a large sign displaying their McGriddle, and before I knew it, I had a small coffee, McGriddle, hash-browns, and an orange juice sitting in my passenger seat. Needless to say, their marketing tactics are pretty effective. The next stage in the consumer decision-making process is “Information Search.” In the searching phase, consumers research for different products to satisfy their needs or wants. McDonald’s has had heavy advertising on every new deal or menu item, and they did so with the free coffee just the same. McDonald’s had advertising on every level for their free coffee giveaway. They had advertisements on Twitter, Instagram, television, billboards, and all over each of their participating stores. On Twitter, McDonald’s was promoting “sip and tell,” so their customers would post pre-coffee moments on social media with @McCafe using the hashtag #SipandTell. Select......

Words: 955 - Pages: 4


...When launching the McCafe line of beverages there are a few areas that are needed to help the product succeed the way the company needs it to so that it generate sufficient revenue from the enterprise as well coupled with it also being attractive to current and new consumers. One of the most important area of helping the McCafe launch appropriately would be the advertising effort that is put into it. This is a huge portion as there will likely be millions of dollars put into its advertising outlets. The advertising can be implemented on billboards on the highways and freeways across the nation coupled with having automated messages at drive through explaining the new McCafe lines in hopes to intrigue the customers into buying them. Also advertisements on bus stops, the bus itself as well as subways would assist greatly in terms of getting the new product name out there. With regard to digital marketing, there are also plenty clever ways to get the McCafe seen to the public so that they may be interested to try it next time the visit a McDonald’s location. For, example the target audience must be identified first so being able to identify the places they may visit most would be a great place to launch ads for the new products; it’s all about basically understanding consumer behavior, both purchasing and where they like to visit on the internet can prove a tremendous benefit. Other forms that could assist in the launching of the McCafe, could be emails coupled with television......

Words: 585 - Pages: 3

Marketing Group Case Analysis

...11/20/2015 Marketing Channel MAR 4203 Raquel Eskenazi 3997201 Michael Perera 3004721 Mauricio Etienne 4932817 Antonio Kiriakov 5361314 Kevin Hodgeson 3964446 Andres Lacayo 3342194 1. Is McDonald’s trade-up strategy to the McCafe line of premium coffee products a good deal for the franchisees? Why or why not? The McDonald’s strategic initiative to bring full range of coffee products into its franchisees to all its US stores, created large amount of excitement to the restaurant industry and the press as well. Bringing new line of coffee products would mean direct competition with the primarily competitors; Starbucks and Dunkin Donuts. In reality what really mattered to all those 14,000 franchisees was whether the new line of premium coffee products would be a good thing for them. Either winning or losing from the franchisers point of view was all about whether the new McCafe product trade-up strategy would bring more sales and profits to their stores. Even though there is a lot of talk in the press and it has been largely discussed by store owner, I believe that McDonalds trade-up strategy would be successful. McDonalds is a brand that has been accepted by all Americans, furthermore it is brand that is mostly visited by the Middle Class of people. Furthermore the expectations are that  McCaffee premium coffee products would add an average of $125,000 in additional revenue per store; the premium coffee products will also attract more off-peak customers. Other......

Words: 837 - Pages: 4

Mcdonalds The McDonald brothers sold their first franchise in 1955 to Ray Kroc who later bought out the company from the brothers. In 1968 the Big Mac was introduced on the menu and in 1972 they introduced the EggMcMuffin. McDonald’s went international in 1967 when it opened its first restaurant outside the US. McDonald’s is renowned for supporting good causes and in 1974 they officially opened their own charity Ronald McDonald Charity House. They then decided in 1975 to make food service even faster by opening a drive-thru. Ireland got its first McDonald’s restaurant in 1977. They debuted their Happy Meal targeted toward children in 1979. McDonald’s then decided to broaden their reach by opening a cafe in 1993 in Australia aptly named McCafe. They ran a global campaign in 2003 called “I’m Lovin It” using a well known singer and celebrity Justin Timberlake to support their cause. He appears in ads for the company and composed the song “I’m Lovin It” which has been their slogan every since. Now they are in their 56th year and still going strong. They continue to improve on their previous success. With the expansion of McDonald’s into many international markets, it has become a symbol of the American way of life. McDonald’s main goal has always been to provide excellent service and great tasting food at affordable price. McDonald’s main target market has always been children, youth and young families. To attract children, McDonald’s introduced its “Happy Meal”......

Words: 2276 - Pages: 10

Coffee Issue

...McDonald's McCafé Takes Aim at Starbucks in Europe Low-cost expansion is helping McDonald's vie with Starbucks as the Continent's No. 1 coffee chain   McDonald's Trafani in a Paris McCafé, where lower prices are helping to nab Starbucks loyalists Ed Alcock PARIS — The Left Bank café is furnished with sleek wood paneling and leather armchairs. Patrons sip espresso from china cups and nibble on croissants and pastries. So what are those golden arches doing on the sign outside the door? The coffee shop on rue Linois is one of 200 "McCafés" McDonald's is opening in Europe this year. By yearend, McDonald's (MCD) hopes to have some 1,100 of the cafés across Europe. The cafés are located inside existing restaurants but with a separate counter, comfy furnishings, and nary a Big Mac in sight. Next year, the company plans 200 more, with an eye toward becoming "the No. 1 coffee seller in Europe," says Jerome Tafani, the company's chief financial officer for the region. That's a grande order. Starbucks (SBUX) is currently Europe's top coffee chain with nearly 1,200 stores. But McDonald's strategy of opening McCafés in existing franchises gives it a leg up over the Seattle-based java king. A stand-alone Starbucks in Europe requires an investment of $350,000-plus, at least triple what a McCafé costs, says Jeffrey Young, managing director of London management consultancy Allegra Strategies. "McDonald's finally woke up and smelled the coffee," says Young. "With the number of......

Words: 2055 - Pages: 9

Mcdonald's Hot Coffee Case

...McDonald’s has, to a great extent, defied recent difficult economic conditions and continued to experience strong sales and profit growth in recent years, as it has been able to attract diners with an improved and expanded product range while remaining competitive on price.  McDonald’s has been the target of much criticism in recent years for serving large amounts of foods high in saturated fat, salt, sugar and calories. The 2004 documentary film Super Size Me brought this under the spotlight. The company responded to this criticism by introducing healthier menu choices, adjusting portion sizes and reducing salt and sugar content. It has also expanded its product range in an attempt to attract a new type of customer, most noticeably through its McCafe offering.  McDonald’s utilizes a highly visible and innovative marketing campaign to push its offering to consumers so that they are always aware of what is on offer in its restaurants. This includes commercials on TV, radio, billboards, bus tickets, in newspapers; sponsorship of major events such as the Olympic Games and the FIFA World Cup; and sponsorship of high profile athletes. Its marketing and publicity efforts have made it one of the world’s most valuable brands.  McDonald’s is primarily a franchisor, but also operates company-run restaurants. This balance means that it is not overexposed to any one format, and its broad geographical spread prevents an overreliance on a single market. Furthermore the McDonald’s......

Words: 5429 - Pages: 22

Post Malone | Tokyo Ghoul:re | Dave the Barbarian