AdAge.com reports that McDonald's CMO Larry Light said today that going forward, marketers had to learn how to use many stories to explain a brand - a concept he dubbed "brand journalism."
Light declared the advertising world had reached "the end of brand positioning as we know it" and that McDonald's was, in effect, abandoning the concept that one message would fit all markets.
Reading this I bet Mickey D's will start blogging any day. The blogosphere needs a Grimace Blog!
