NMK – Business Coaching and Communication - Online Branding Stories: “I’m Lovin’ It”!

Online Branding Stories: “I’m Lovin’ It”!

 “A brand is not a name. A brand is not a positioning statement. It is not a marketing message. It is a promise made by a company to its customers and supported by that company.”

Online branding is currently a very important method to communicate a business’ presence because of the emergence of an electronic shopping environment, and brand communication through the wires.

In an attempt to examine how brands communicate online, Rowley (2004) analyzed the branding strategy of McDonald’s “I’m Lovin’ It” campaign in 2003 and here are the main findings!

On the 29th of September 2003, McDonald’s, the famous American fast food chain that was founded in 1940 by Richard and Maurice McDonald, launched its “I’m Lovin’ It” campaign. Not only that, but it has integrated this theme and attitude in every aspect of its business online and offline. Whether its crew, restaurant experience, national sponsorships, promotions, TV, Internet, or merchandising, the 'burger company' did not miss a chance to make sure every single element related to it is literally "lovin' it"!

I'm Lovin' It commercial by McDonalds

“I’m Lovin’ It” has been seen as a campaign that brings to the customers’ minds the affection they have not only for this brand, but for life too, and reinforces the brand values which are fun, family, community and social responsibility.

The campaign included:

  • "I'm Lovin' It" commercial focusing on the family and Ronald McDonald;
  • A first ever execution of the "I'm Lovin' It" theme in a new product spot
  • Musical talent including Justin Timberlake, The Clipse, and The Neptunes;
  • Exclusive partnership with professional skateboarders Tony Hawk;
  • Unique grassroots activities such as "I'm Lovin' It" swat teams across the country at sports and high profile events.

How did McDonald’s communicate this branding strategy? Stay tuned!


Rowley, J. (2004). Online Branding: The Case of McDonald’s. British Food Journal, 106(3), 228-237. Retrieved from http://dx.doi.org/10.1108/00070700410528808

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NMK – Business Coaching and Communication

NMK – Business Coaching and Communication - Online Branding Stories: “I’m Lovin’ It”!