Brand Spotlight: 3 Brands That Changed With The Times

It’s a well-known fact that business have to evolve in order to keep going. Here are three examples of brands that did just that – and some of them may surprise.

McDonald’s

As one of the largest fast food franchises in the world, McDonald’s has long grappled with customer perception about its products and where they come from. In 2014, it decided to address these preconceptions – perhaps more accurately labelled as misconceptions – with a series of ads that explained the quality of its meat. As well as transparency over its products, McDonald’s frequently updates its menu to include healthier alternatives – whether fresh salads, or fruit snacks for kids.

Other turning points are the recent introduction of self-service kiosks, a new ‘Signature Collection’ of more premium products and a leadership development programmed for women, offered as part of its training.

Facebook

As the premier social media site, Facebook has recognised its growing responsibilities towards its users. It recently unveiled plans to improve on its existing support offering to suicidal members, including real-time chat with crisis organisations, AI that alerts friends and family, and an improved Help Centre. Now, it’s turned its attention to fake news, a problem it’s believed affected both the EU referendum and the US election.

As part of the fake news overhaul, questionable accounts will be automatically deleted, and users will be educated about common signs of fake news, such as checking URLs for bogus addresses, being wary of clickbait headlines and checking cited sources.

LEGO

From humble beginnings as a wooden toymaker in Denmark, LEGO now enjoys multi-billion dollar status and a global following, largely owing to the interactive nature of its trademark plastic brick and the scale of its offering. Products span all ages, from toddlers (duplo) to adults (technic) and everything in between. And, after collaborating with the likes of Marvel, Disney and Minecraft, they’ve stayed relevant for the next generation, and offer something for the collector, too.

While some critics lambasted LEGO’s recent LEGO Friends range – a pastel-coloured, leisure-orientated collection that seems to go against the brand’s unisex appeal, others lauded it – seeing the range as an intelligent response to movie tie-ins which had alienated girls. The Friends range is still going strong – as is the brand’s multiple resorts, bevy of video games and recent dalliance into the world of film-making proves.

Image credit: Automotive Social on Flickr.

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