Brand mocking reaches new levels of ridicule and disdain
Implications - Marketing to consumers today takes considerably more cleverness than in years past. The reason is because buyers are more resistant to corporate messaging and will even go as far as to treat it with ridicule and derision. McDonald’s, especially, has come under fire from many artists who scorn the company’s mascot in their sometimes satirical, and other times lewd, artworks. Other brands may receive the same kind of mockery soon enough; the dilemma is whether to turn a blind eye or openly address it.
Trend Themes
1. Unbranding - Unbranding has become a major shift in advertising strategy over the past few years, and satire like 'Starbucks to the Future' captures this consumer frustration playfully and still brings an important observation.
2. Pop-culture Iconography - Playing on pop culture icons to make social commentary has become more prevalent, like Andrew Shirey's Fast Food Mafia, turning famous American fast food mascots into scary-looking mob bosses.
3. Lowbrow Sculpture - Lowbrow sculpture spoofs like the David vs. McDonalds statue incite discussions on the degradation of art, culture, and food, making social commentary while also poking fun at the fast food industry.
Industry Implications
1. Marketing and Advertising - Marketing and advertising professionals can monitor trends like unbranding, pop-culture iconography, and lowbrow sculpture to find innovative ways to create campaigns that engage with increasingly resistant consumers.
2. Fast Food - The fast food industry can observe trends like pop-culture iconography and lowbrow sculpture to find ways to refresh their branding and re-engage with customers who are becoming resistant to corporate messaging.
3. Art and Design - Artists and designers can explore trends like pop-culture iconography and lowbrow sculpture to create thought-provoking works that comment on social issues and the state of our culture.
