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Here's some surprising news from the WARC:
Addressing The Economist's seventh annual Marketing Directors' European Summit in London last week, McDonald's corporate vp of global marketing, Johan Jervoe, stunned Web 2.0 Holy-Grailers as he warned of the dangers of marketing brands via YouTube and similar social networking media. To do so, he said, forces marketers to relinquish control of how their brands are perceived by consumers and poses significant risks in moving from a 'push' to a 'pull' advertising model.
"Achieving brand advocacy is the biggest challenge facing marketers," Jervoe opined. "The ultimate goal is getting consumers to trust your brand and talk about it without you asking them to." He then astonished audience and co-panelists alike by confessing to the ultimate marketing heresy: That most of his colleagues in the McDonald's marketing department "don't even know that YouTube exists"!
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
Classic.
“YouTube is bad. YouTube loosens your grip on the perception of your brand. YouTube is too risky. What’s a YouTube?”
Posted by: Bill Gammell | March 17, 2008 at 11:37 AM