The admonition—”Stay in your lane”—has become part of how a brand retains its focus. In fact, it has become a command, whether we’re talking about a brand’s place in the overall landscape, or how we tell employees to behave vis-à-vis their co-workers. It’s a warning phrase that suggests veering outside of your place on the company’s org chart is a mutinous event that could have dire consequences.
It was a media event that lit up our screens eight years ago. After criticizing President Trump in an interview, NBA superstar LeBron James was roundly criticized by Fox News host Laura Ingraham. Her “tsk tsk” scolded the basketball wizard with a phrase that went viral back in June 2018:
“Keep the political comments to yourself — shut up and dribble.”
But LeBron James is more of a hoops star. He is a media brand with a following—4.2 million follower on Instagram, 5.5 million on X, and impressive footprints in other realms as well. It gives him the ability to occasionally go off on an occasional issue that has nothing to do with protecting the rim or shooting a 3.
The fact is, more and more brands are assessing their core strengths and calculating what else they can do to spread their influence.
And yet, “stay in your lane” has become popular branding advice from some of the most experienced marketers whose books continue to fly off the shelves. In Ries and Trout’s famous The 22 Immutable Laws of Marketing, two of their rules strongly suggest brands should “just shut up and dribble.”
First, there’s the “Law of Focus,” suggesting that owning a single word or attribute is, in fact, what brands should aspire to. And then the “Law of Line Extension” that asserts that stretching a successful brand across too many new products eventually weakens its core strengths.
So, in that context, Ford makes cars and trucks, Heinz is all ketchup, and McDonald’s is burgers and fries.
But right now, the marketing mavens at the golden arches are experimenting with a new product. No, it’s not salads or Fro Yo deserts. It’s consumer advertising. A story in “NRN” (or “Nation’s Restaurant News”) by Jonathan Maze reveals how Mickey D’s is running a test in 450 of its restaurants that would capitalize on the chain’s massive reach.
The concept is to use display assets like menu boards, screens in the dining area, as well as the drive-thrus. Consider these powerful McDonald’s numbers that would make for a compelling sales piece:
- 46,000 global locations
- 13,700 U.S. locations
- 70 million customers a day
- Approximately, 85% of American consumers go to McDonalds a minimum of once a year
In other words, this is a huge audience the McDonald’s marketing maven could one day turn into a billion dollars business—without having to do a whole of work to realize its potential.
And the fast food giant wouldn’t be all alone in this type of marketing endeavor. Amazon, Target, and Kroger have their own commerce networks. So does 7-Eleven, Wawa, and Circle K among others.
But McDonald’s isn’t the only fast food brand veering out of its defined lane. Wendy’s is experimenting with something totally different. They’re becoming a music label.
Look out Universal Music Group, Def Jam, and Polygram, Wendy’s has released is very own album, Songs to Listen to in a Wendy’s Parking Lot, a package of six Emo titles designed to sound perfect while you’re wolfing down a Frosty or a Baconator.
The six-song package features actual musicians who have recorded Wendy’s compatible songs such as “Always Fresh, Never Frozen” and “She Said She Didn’t Want Fries” (below):
Is it a clever idea to provide the soundtrack while you’re eating a Wendy’s meal or is it sharply out of focus?
For both Wendy’s and McDonald’s, we’re talking about them—an accomplishment in a fast food world where it has become difficult to differentiate one brand from the next.
These days, they all seem to feature burgers, chicken nuggets, and breakfasts.
An ad agency and a record label? Seth Godin might call those “Purple Cows.”
Could a radio station get away with brand expansion? Many already are. Public radio stations, including classical and news/talkers have become travel agents, sponsoring related trips all over the world. A number of stations have acquired performance venues (WXPN and the World Cafe).
Does this activity “defocus” a brand OR does it provide another revenue stream leveraged on the power of its brand?
Can you do more than dribble?
President & Founder at Jacobs Media
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched – a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created – a mashup of radio and automotive, designed to foster better understanding of the “connected car” and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media’s commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
