This happens all too often. Far be it for me to question the wisdom of the high-paid executives at McDonlad’s, but these moves will only serve to weaken their brands over time. Brands are strong because people instantly know what they stand for.  When you want a cup of coffee, what brand comes to mind?

McDonald’s and Domino’s are huge companies trying to grow market share.  My point isn’t to criticize them, but to offer a lesson for companies for whom the brand is still important.  Are you trying to be something you’re not?  Are you thinking about offering a new service or product to increase your sales?  If you are, think about it carefully.  You could be toying with the long-term health of your brand.