Changing your brand

Recently I was in Milan and just off the main square there were these stores… Versace, Prada and McDonald’s – yes, McDonald’s.

I was very surprised and had to do a double take, because a) I didn’t expect to see them there in such illustrious company, and b) the place wasn’t instantly recognisable.

All the store signs in this area had a black background with gold lettering; the McDonald’s sign was also with a black background (instead of the usual red) with gold lettering – very upmarket for them!

This made me think, well obviously McDonald’s were only allowed to have a café there if they changed their brand colours, so did commercial opportunity outweigh staying with the corporate branding?

In this instance, the people visiting this area were not just going for the shopping; the shops were under some amazing arches with Italian frescos painted on the walls – a real tourist trap. McDonald’s is obviously trying to tap into those tourists who after a long walk round Milan want to eat a product that they know.

In my business, would I change my brand colours for the opportunity to display my product in a top end designer environment? Well for one Mocks is not as well known as McDonald’s, but if it were, I don’t think that I would.

The reason the brands were sold in those arches were because they fitted with the environment – luxurious and grand. That is not something I see my brand fitting with.

Whenever I sell my product, I always consider the opinion of the consumer who shops at those stores or in that environment… will it cheapen the look of the product if it is sold in the $2 shops? (yes, I think). Will people expect to see it in mobile stores? (yes, I think).

Making sure your product or service fits with the surroundings in which it is sold is, I think, an important part of marketing your offering. The surroundings do have an effect on your brand. Seeing a well known brand in certain environments can change perception of the brand.

How do you want yours seen?