Bad is the new good

Today, the organization Corporate Accountability International is launching a campaign calling for the "retirement" of Ronald McDonald, releasing a 28-page report that likens him to a drug dealer, pedophile and modern day Pied Piper encouraging children to rebel against their parents.

The folks is Oak Brook must be ecstatic.

Nothing can unify and ignite a fan base faster than a group calling to outlaw a favorite brand. Especially if that group comes off as a self-righteous, elite and plays into the perception that America is quickly becoming a nanny-state.

The underlying message of this campaign to the millions of people who go to McDonald's is "you're too stupid to figure it out for yourselves so we're going to take care of it for you." Not a great way to endear yourself to people you want to join your movement.

Already there are three "don't retire Ronald" fan groups on Facebook and I wouldn't be surprised to see "Save Ronald" rallies at McDonald's restaurants.

The other thing this movement does is give McDonald's executives the opportunity to go on television news programs across the country and talk about all the good Ronald has done for communities.

If you want to get rid of Ronald and convince McDonald's that marketing directly to children is bad, there's a better way to go about it than this.

In praise of less

One of the best definitions of strategy that I ever heard is knowing what not to do. I experienced that last night at Brasa Rotisserie, a restaurant in Minneapolis.

Their focus is laser-like: natural and organic comfort foods inspired by Creole traditions.

There are four entrees on the menu. There are 3 beers on tap. The decor is simple and the restaurant itself is a former corner gas station. But just as important is what's not on the menu.

Unlike your 'neighborhood' Applebee's, there is no 47 page menu. No signature burgers. No gourmet pizzas. No fountain sodas. No paralyzing array of choice to undermine quality and make running the business hard.

If there's one mistake brands make over and over and over, it's trying to do too much in an attempt please too many.

Brasa is an delicious example of how focus is the foundation for success.

Brands go Hollywood

As the New York Times points out, movie makers are on the prowl looking for brands to star in (and help fund) their films. Getting your product in the right film can do a lot for your brand. Remember ET's affinity for Reese's Pieces?

The key is making sure you have the right role in the right film. For every Hurt Locker there are 100 awful films like Witless Protection. In product placement, as in any brand communication, quality matters. And a film is only as good as its script and its cast.

Yeah, it's fun seeing your product looking larger than life on the big screen, until it's being driven by Larry the Cable Guy.