McDonald's in Australia captures local attachment to brand

The Australians seem to have a nick name for everything, McDonald's being no exception. Here, we find that the Maccas nickname gaining o...

The Australians seem to have a nick name for everything, McDonald's being no exception. Here, we find that the Maccas nickname gaining official status, strengthening local attachment to the fast food chain.

By Karn G. Bulsuk


Australians, as a multicultural nation, has a tendency to take things from other places and make it theirs. McDonald’s is no exception, with the Aussies effectively renaming it “Maccas”.

In a nod to the importance of becoming local, McDonald’s also transliterates its name to put on signs and advertising. In Japan for example, the name becomes an almost un-prounceable “McDoronaldo”.

In Australia though, it looks like that the Golden Arches have gone one additional step, and actually adopted the Maccas nickname that Aussies have given to them. In the past few months before Australia Day, they’ve been putting out TV advertisements with the familiar “M” logo, accompanied with the Maccas name instead of the typical McDonalds. They’ve gone as far as to replace the signs of a prominent restaurant in central Melbourne with the nickname.

I think its an excellent way to tap into local attachment to a brand, acknowledge it and even further the attachment by making it official. It is truly an excellent way to win the hearts and minds of your customers.

Comments

Name

5-why,8,advertising,8,amazon,4,analysis,14,anime,4,apple,1,aria,1,articles,15,asian business culture,7,Australia,6,bangkok,23,blackberry,6,business,11,case study,4,china,3,coaching,3,commentary,10,communication,2,consulting,2,corruption,1,cost cutting,1,creative commons,2,crisis,1,CSR,2,culture,7,customer service,4,deming,1,disruptive,2,download,12,editorial,47,education,2,entrepreneurship,8,environment,2,ethics,2,expatriate,2,fishbone diagram,2,food,2,genchi genbutsu,2,generation y,2,hansei,1,harvard business review,2,hong kong,7,Horenso,5,information,1,innovation,11,interesting clips,6,internet,2,iphone,3,IT Audit,1,japan,15,kaizen,28,korea,2,KPS Video Express,3,laos,4,leadership,1,lean,5,live in bangkok like a local,4,management,9,marketing,30,Melbourne,6,mieruka,11,movie,1,new year,5,obituary,2,opinion,35,opportunity,8,PDCA,9,personal reflections,5,photo essay,1,photo walk,1,photography,16,poster,1,project management,1,proposal,1,published,5,quality control,4,quotes,7,research,1,review,4,sales,2,saving money,1,segmentation,1,self reflection,1,shared,1,singapore,2,social media,1,software piracy,2,standard chartered,1,status,1,teaching,1,technology,19,telecoms,8,thai floods,12,thailand,27,the hong kong I remember,3,The Toyota Way,39,thought leadership,3,threat,1,toyota,8,toyota production system,39,travel,11,venice,1,Virtual Tour,1,Visuals,13,wallchart,1,wikicommons,1,Wikipedia,2,working,1,zarticles,11,
ltr
item
Karn Bulsuk: Full Speed Ahead: McDonald's in Australia captures local attachment to brand
McDonald's in Australia captures local attachment to brand
http://3.bp.blogspot.com/-8YM5_6p7O8E/USDRiN16MrI/AAAAAAAAC1I/zbfkiXnc0G4/s1600/maccas-sign.jpg
http://3.bp.blogspot.com/-8YM5_6p7O8E/USDRiN16MrI/AAAAAAAAC1I/zbfkiXnc0G4/s72-c/maccas-sign.jpg
Karn Bulsuk: Full Speed Ahead
https://www.bulsuk.com/2013/02/mcdonalds-in-australia-captures-local.html
https://www.bulsuk.com/
https://www.bulsuk.com/
https://www.bulsuk.com/2013/02/mcdonalds-in-australia-captures-local.html
true
1176442693905561237
UTF-8
All posts loaded No posts found VIEW ALL Read more Reply Cancel reply Delete By Home PAGES POSTS View All RECOMMENDED FOR YOU LABEL ARCHIVE SEARCH ALL POSTS No posts found Home Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sun Mon Tue Wed Thu Fri Sat January February March April May June July August September October November December Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Just now 1 minute ago $$1$$ minutes ago 1 hour ago $$1$$ hours ago Yesterday $$1$$ days ago $$1$$ weeks ago more than 5 weeks ago Followers Follow THIS CONTENT IS LOCKED STEP 1: Share. STEP 2: Click the link you shared to unlock Copy All Code Select All Code All codes were copied to your clipboard Can not copy the codes / texts, please press [CTRL]+[C] (or CMD+C with Mac) to copy