Brand Reality (or Show?)

 

A few days ago I shared some views about the news Wal-Mart and McDonald's were the only two companies on the NYSE that posted increases in shares last year. In regards to those brands I posed the question, "Are they successful because they have positioned themselves as the most valuable brand in their respective categories, or is it because they are simply cheap?" I also devoted some space a few days ago to one of my favorite brands, Starbucks, and defended their strategy to close stores while staying true to the brand.

In a short period of time I am back to sharing some thoughts about these two distinctively different brands. Or at least they were, and still should be. I never thought they would be sharing the same space in my blog space. But, like many others in the media, here I am writing about Starbucks and McDonald's. Are you as confused as I am?

As I was discussing with a friend yesterday, at Starbucks, when we want a latte we are going to go to Starbucks, and when we want a breakfast sandwich we are going to go to McDonald's. That is what both of those brands are known for and that is what they do well. So, even in these tough economic times, why is McDonald's trying to look and sound like Starbucks, and why is Starbucks looking and sounding more like McDonald's?

What do you think? Are these brands at risk of losing their identity, and their brand champions? Is this brand reality or a brand reality show?