Good article for the most part. I disagree with the Mac illustration though, that implies that people buy Big Mac’s because of the picture of a Big Mac. I do not watch much TV but I know that MacD used to run 15 second spots that just showed golden arches and the words, “Lovin’ It.”

They were selling an experience. That experience was family oriented with playground area so mom gets a break, the smell of fries wafting through the air, and speedy turnaround for people in a hurry.

As for new products, they are continually testing them in focused regional markets so as to not do something boneheaded.

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