YOUniversal Branding Anyone?

I throw out a cautionary note as I watch the YOUniversal branding wave crest.  And take it from a surfer like myself.  Waves are fun to ride but eventually break and dribble up on the beach only to be followed by another one.  But enough saltwater metaphors.  YOUniversal branding, a name I believe coined by trendwatching, a snippet of which is below:

“At the core of all consumer trends is the new consumer, who creates his or her own playground, own comfort zone, own universe. It’s the ‘empowered’ and ‘better informed’ and ’switched on’ consumer combined into something profound, something we’ve dubbed MASTER OF THE YOUNIVERSE. At the core is control: psychologists don’t agree on much, except for the belief that human beings want to be in charge of their own destiny. Or at least have the illusion of being in charge.

And all of this is well and good and I totally get the whole consumer generated content wave and the empowered consumer or prosumer.  What I don’t get is when  large brands, which should have the resources to know (and do) better take the easy and lazy way out, try and communicate universally (in a generic way) to this new segment of one.

ATT welcomes me to my world delivered.

Not sure what they’re delivering just to me, other than a new bland, I mean brand camapign. 

McDonald’s tells me that “I’m lovin’ it”.  Love is a pretty strong emotion.  Not sure I would connect it to their fast food dining experience. 

 To quote Mike Roberts, president of McDonald’s USA:

“Our 13,500 U.S. restaurants are uniting behind this new brand message and energy. We are focused on bringing the i’m lovin’ it theme to life not only in our advertising but also for every customer who visits our restaurants. This world-class marketing strategy is the latest element of our overall plan to continue revitalizing McDonald’s for our customers through compelling food choices, great service and restaurant operations, motivating value and exciting new restaurant decors.” 

In contrast,  Apple the king of customization has built a global brand franchise around the “I” prefix.  Start with brilliant, yet simple design and devices that come to the consumer all alike (except for colors perhaps).  Then each product quickly becomes a blank canvas evolving into a unique portrait of that consumer reflected in their preferences in skins, play lists, and ring tones not to mention a pletheora of cosmetic accouterments. 

Now I’m lovin’ that.  A much better approach to a unique customer experience.  If you’re a brand don’t tell me what you’re going to do for me.  I’ll be the judge of that.  And brands, watch your use of pronouns.  Have a conversation with your consumers don’t just talk to them.

One Response to “YOUniversal Branding Anyone?”

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