For example, banks (in this case ABN AMRO) are associated with 'unreliable', 'crisis', 'elitist' and 'grabbers'. And fast food chains (in this study McDonald's) are associated with 'fast food', 'quick bite', 'restaurant'. These associations were all negative, (3.3 on a scale of 1:7) but not unique to McD. But these associations did translate into a stronger negative attitude (2.1 on a scale of 1:7) towards McD. And the largest in that category also suffers the most from these negative associations. This applies to Shell in the event of environmental disasters, to ABN and ING in the event of a banking crisis and to McDonald's when it comes to fast food.
So much so that Stichting Wakker Dier would rather take McDonald's to task for using battery chickens than the much more obvious Kentucky Fried Chicken. They're on it. But no, McD also has to pay for those few chicken nuggets. It's time for the chain to realize that it has to do much more drastically to save the fat body.
We also see this pattern in our own research: known, but not universally loved. It falters on the second layer and stops on Keller's third layer. Brand love does not reach McDonald's. We're not loving it. We're hating it. McD falls from its perch, but still manages to float on two pillars: the fact that unhealthy is tasty and that convenience is an unparalleled metatrend. That is why parents, teenagers and other obese people like to come here: convenience serves man, that bypass only comes later.
Hackers, programmers, game designers and digital artists. They all have their own passion. Also: their own digital superpower. But with 'great power, comes great responsability'. What do home furniture equipment stores email list digital superheroes contribute to society?
During Dutch Digital Day, an answer will be given. No office presentations or case studies, but just nice chatting about your passion. Or, as host Jim Stolze calls it: your digital superpower. On stage New York Times journalist Deborah Acosta, fact checker Christiaan Triebert, professional hacker Mitch Altman and game designer Yu-Kai Chou. In this article you can read what they contribute to society.
1. Deborah Acosta: Away with the Journalistic Bubble
Mark Zuckerberg launched Facebook Live, but it is the young New York Times journalist Deborah Acosta who is really making a social impact with it. She uses Zuckerberg's tool for a new form of journalism in which you as an audience are digitally 'on site' and make the news yourself. Acosta calls it Live Interactive Video . Which means that she makes an item via Facebook Live and the audience (also live) can help determine what should be asked or filmed.