McDonald’s de-brands to make a bold brand statement.

McDonalds billboard

The power of brandless branding.

Loving these new ads for McDonald’s by Leo Burnett in London. The holy grail for branding is when you’re able to remove your logo and the visual language of the brand, the product or the product description alone communicates who you are to your audience. In this case McDonald’s are so confident in the iconic stature of their burgers they believe the market will identify them from the description of their contents presented typographically stacked to reflect the burgers themselves.

The power of this creative brand communication is the ‘reward’ for those who recognize the burger and the brand to see themselves as brand savvy, reinforcing the positivity of their brand status and strengthening their brand loyalty. This campaign is a real brand community strengthening activity, well considered and executed. Kudos to McDonald’s for having the courage to go there and they deserve the bragging rights reserved for any brand who can communicate without their logo.

Whilst few brands ever achieve this lofty goal, there is a reminder here for the rest of us to be bold and stand out in everything we do. Oh, can keep your eyes on your branding fries!!

McDonald's billboard

McDonald's billboard

Dave Ansett
David is the founder of Truly Deeply, a branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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Pics courtesy Leo Burnett London

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