Wednesday, 15 September 2010

The social is political

I said back here that I see an impending political discourse coming in socialised media. The costs of extracting wealth just above, just below or at ground level and then distributed around the planet are either too damaging environmentally or physiologically  for us to ignore. I'm surprised to see this ad airing in the States even though it hits that sweet spot between Big Pharma and big Agra called Medical Practitioners. Even so, in my experience nobody takes on big lobbying pockets like the fast food industry. This is war isn't it?

Paradoxically I'm a reluctant fan of McDonalds for reasons I've written about at some length here , here and here. Like I mentioned earlier I believe we're going through brand puberty because the mono-dimensional brand personalities and values of the 20th century aren't going to cut it with the challenges we face in the 21st. I've said it before but it's worth repeating. If you're brand isn't social in the broadest and most inclusive sense, it probably hasn't got anything to say. If McDonald's ignores this, or responds with a corporate swagger, it's increasingly looking like a brand consigned to history.