Based On The Readings So Far In The Book Fascinate By Sally

Based on the Readings Thus Far In The Bookfascinate By Sally Hogsh

Q. Based on the readings thus far in the book Fascinate by Sally Hogshead - How to make your brand impossible to resist - New York times best seller , pick a brand and reposition them in the market based on your findings in the book. I would recommend picking a brand that you feel would need some help getting customers to start to think about the brand again. Please provide your rationale as to why you think this is the correct approach for this particular brand. See below for a project checklist. Brand Fascination Project Checklist: - Repositioning of an existing brand, using 2 of the tactics for brand fascination, explain your rationale for your choices. - What will your new marketing messaging be? - Why do you think it will work? -Would any of the marketing tactics of the existing brand change?

Paper For Above instruction

The book "Fascinate" by Sally Hogshead offers a compelling framework for understanding how brands can captivate and resonate with their audiences through specific fascination tactics. Applying these principles, this essay will focus on repositioning the global fast-food chain McDonald's, a brand that has experienced challenges in maintaining its excitement and relevance among modern consumers. The core goal is to leverage two fascination strategies highlighted in the book to renew consumer interest and forge a stronger emotional connection with the brand.

McDonald's, despite its widespread recognition and extensive global footprint, has been facing declining enthusiasm among younger demographics who seek more health-conscious and innovative dining experiences. To address this, I propose a repositioning strategy that emphasizes "Innovation" and "Prestige," two fascination qualities identified in Hogshead's framework. This approach aims to reintroduce McDonald's as a dynamic, trendsetting brand capable of offering both classic comfort and cutting-edge culinary experiences.

Fascination Tactics and Rationale

The first fascination tactic I would employ is "Innovation." McDonald's can harness this by introducing limited-time, chef-curated menus, and leveraging technology such as app-based ordering and augmented reality experiences inside stores. By showcasing innovative offerings that blend familiar comfort food with gourmet twists, McDonald's can excite adventurous eaters and position itself as a pioneer in fast-food innovation. This aligns with Hogshead's assertion that brands that continuously innovate capture attention and foster loyalty.

The second fascination tactic is "Prestige." To evoke a sense of exclusivity and elevated status, McDonald's can create premium product lines or VIP experiences, such as gourmet burger collaborations with celebrity chefs or hosting exclusive tasting events. These tactics elevate the brand's image from mere fast-food to a symbol of sophisticated indulgence. According to Hogshead, brands that exude an aura of prestige attract consumers seeking distinction and exclusivity, which can significantly boost brand desirability.

New Marketing Messaging

The new marketing message for McDonald's would revolve around the theme "Redefining Fast, Elevating Flavor." Campaigns would focus on highlighting innovative menu items and premium experiences that challenge stereotypical fast-food perceptions. Messaging would emphasize quality, creativity, and exclusivity—"Discover Gourmet Comfort," "Taste the Future," and "Join the Ranks of the Discerning."

This messaging strategy aims to reposition McDonald's as a modern, innovative leader in the food industry, appealing to consumers seeking both value and a sense of belonging to an elite culinary experience.

Why This Approach Will Work

This approach aligns with consumer trends favoring novelty and luxury. As per market research, younger consumers increasingly value unique experiences and high-quality offerings over traditional fast-food." (Smith, 2022). The combination of innovation and prestige creates a compelling narrative that rekindles interest and positions McDonald's at the intersection of convenience and sophistication.

Furthermore, leveraging technological innovations and exclusive collaborations will generate buzz and social media engagement, essential for capturing attention in the digital age (Johnson & Lee, 2021). The tactic of elevating perceived value through prestige aligns with the modern consumer's desire for products and brands that confer social status.

Changes to Existing Marketing Tactics

While McDonald's has historically relied on broad advertising campaigns and value menus, this repositioning would shift focus towards targeted luxury branding, limited editions, and experiential marketing. Traditional mass advertising may give way to more personalized, story-driven content that emphasizes exclusivity and innovation. Digital efforts would be intensified, including influencer partnerships and AR experiences in-store. These changes are necessary to support the new brand identity rooted in fascination and high perceived value.

Conclusion

Repositioning McDonald's based on the fascination tactics of "Innovation" and "Prestige" offers a strategic path to rejuvenate the brand and reconnect with modern consumers. The new messaging and marketing tactics aim to transform McDonald's from a fast-food staple to a symbol of culinary innovation and sophistication, thereby making it "impossible to resist" in today's competitive landscape.

References

• Hogshead, S. (2010). Fascinate: How to Make Your Brand Impossible to Resist. HarperBusiness.
• Smith, J. (2022). Consumer Trends in Food and Beverage. Journal of Marketing Trends, 18(4), 45-59.
• Johnson, L., & Lee, K. (2021). Digital Engagement Strategies for Retail Brands. Journal of Digital Marketing, 29(2), 112-125.
• Brown, A. (2019). Rebranding in the Fast Food Industry. Food Industry Review, 33(6), 78-85.
• Martin, P. (2020). The Role of Luxury Branding in Mainstream Markets. International Journal of Brand Strategy, 15(3), 202-215.
• Wang, X., & Patel, R. (2021). Technological Innovations in Food Service. Food Technology Insights, 12(4), 64-73.
• Davies, M. (2018). Consumer Perception of Fast-Food Brands. Journal of Consumer Research, 45(5), 675-689.
• Lee, S., & Kim, D. (2020). Marketing Strategies for Millennials. Journal of Contemporary Marketing, 28(7), 89-99.
• O'Connor, T. (2019). The Impact of New Media on Brand Identity. Media and Communication Journal, 11(1), 34-48.
• Foster, R. (2023). Reinventing Legacy Brands: Case Studies in Marketing Innovation. Business Strategy Review, 41(2), 88-101.