{"id":104006,"date":"2025-02-22T20:21:54","date_gmt":"2025-02-22T20:21:54","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/the-problem-with-bubbas-burgers\/"},"modified":"2025-02-22T20:21:54","modified_gmt":"2025-02-22T20:21:54","slug":"the-problem-with-bubbas-burgers","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=104006","title":{"rendered":"The Problem With Bubba&#8217;s Burgers"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<head>\n<link href=\"https:\/\/www.blogger.com\/static\/v1\/widgets\/55013136-widget_css_bundle.css\" rel=\"stylesheet\" type=\"text\/css\"\/>\n<meta content=\"text\/html; charset=UTF-8\" http-equiv=\"Content-Type\"\/><br \/>\n<meta content=\"blogger\" name=\"generator\"\/>\n<link href=\"http:\/\/adcontrarian.blogspot.com\/favicon.ico\" rel=\"icon\" type=\"image\/x-icon\"\/>\n<link href=\"http:\/\/adcontrarian.blogspot.com\/2019\/12\/the-problem-with-bubbas-burgers.html\" rel=\"canonical\"\/>\n<link rel=\"alternate\" type=\"application\/atom+xml\" title=\"The Ad Contrarian - Atom\" href=\"http:\/\/adcontrarian.blogspot.com\/feeds\/posts\/default\"\/>\n<link rel=\"alternate\" type=\"application\/rss+xml\" title=\"The Ad Contrarian - RSS\" href=\"http:\/\/adcontrarian.blogspot.com\/feeds\/posts\/default?alt=rss\"\/>\n<link rel=\"service.post\" type=\"application\/atom+xml\" title=\"The Ad Contrarian - Atom\" href=\"https:\/\/www.blogger.com\/feeds\/5249997465016074955\/posts\/default\"\/>\n<link rel=\"alternate\" type=\"application\/atom+xml\" title=\"The Ad Contrarian - Atom\" href=\"http:\/\/adcontrarian.blogspot.com\/feeds\/3240147514123327776\/comments\/default\"\/>\n<!--Can't find substitution for tag [blog.ieCssRetrofitLinks]--><br \/>\n<meta content=\"http:\/\/adcontrarian.blogspot.com\/2019\/12\/the-problem-with-bubbas-burgers.html\" property=\"og:url\"\/><br \/>\n<meta content=\"The Problem With Bubba's Burgers\" property=\"og:title\"\/><br \/>\n<meta content=\"Named one the world's most influential advertising and marketing blogs by Business Insider\" property=\"og:description\"\/><br \/>\n<title>The Ad Contrarian: The Problem With Bubba&#8217;s Burgers<\/title><br \/>\n<meta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\/><br \/>\n<meta content=\"Named one of the worlds most influential advertising and marketing blogs by Business Insider\" name=\"description\"\/><br \/>\n<meta content=\"advertising,branding,marketing,contrarian,television,ads,web,online\" name=\"keywords\"\/><\/p>\n<link href=\"https:\/\/www.blogger.com\/dyn-css\/authorization.css?targetBlogID=5249997465016074955&amp;zx=5539996a-1e04-4ad6-ad9a-a53986f46aa9\" media=\"none\" onload=\"if(media!='all')media='all'\" rel=\"stylesheet\"\/><noscript><link href=\"https:\/\/www.blogger.com\/dyn-css\/authorization.css?targetBlogID=5249997465016074955&amp;zx=5539996a-1e04-4ad6-ad9a-a53986f46aa9\" rel=\"stylesheet\"\/><\/noscript><br \/>\n<meta name=\"google-adsense-platform-account\" content=\"ca-host-pub-1556223355139109\"\/><br \/>\n<meta name=\"google-adsense-platform-domain\" content=\"blogspot.com\"\/><\/p>\n<p><\/head><br \/>\n<body id=\"wp_automatic_ReadabilityBody\"><\/p>\n<div id=\"outer-wrapper\">\n<div id=\"wrap2\">\n<!-- skip links for text browsers --><br \/>\n<span id=\"skiplinks\" style=\"display:none;\"><br \/>\n<a href=\"#main\">skip to main <\/a> |<br \/>\n      <a href=\"#sidebar\">skip to sidebar<\/a><br \/>\n<\/span><\/p>\n<div id=\"content-wrapper\">\n<div id=\"main-wrapper\">\n<div class=\"main section\" id=\"main\">\n<div class=\"widget Blog\" data-version=\"1\" id=\"Blog1\">\n<div class=\"blog-posts hfeed\">\n<div class=\"date-outer\">\n<div class=\"date-posts\">\n<div class=\"post-outer\">\n<div class=\"post hentry\" itemprop=\"blogPost\" itemscope=\"itemscope\" itemtype=\"http:\/\/schema.org\/BlogPosting\">\n<a name=\"3240147514123327776\"\/><\/p>\n<h3 class=\"post-title entry-title\" itemprop=\"name\">\nThe Problem With Bubba&#8217;s Burgers<br \/>\n<\/h3>\n<div class=\"post-body entry-content\" id=\"post-body-3240147514123327776\" itemprop=\"description articleBody\">\n<br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Let&#8217;s do a little thought experiment.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">You&#8217;ve been driving all morning on a two-lane highway and you&#8217;re getting hungry. You come to the small town of Nowheresville and at the intersection there are two hamburger joints. One is McDonald&#8217;s, the other is Bubba&#8217;s Burgers.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">It is highly likely that Bubba makes a better burger than McDonald&#8217;s. But it is also highly likely that you will choose McDonald&#8217;s. Why? I think the answer goes something like this.\u00a0<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">While you might like to have the better burger, it&#8217;s more important that you have a burger that isn&#8217;t risky. While you might like to stop at a place that is comfortable and relaxing, it&#8217;s more important that you stop at a place that isn&#8217;t icky.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">McDonald&#8217;s may not make a great burger, and it may not be the most lovely environment, but you have a high level of expectation that the burger won&#8217;t make you sick and the place won&#8217;t be icky.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">In other words, Bubba&#8217;s may very well make a better burger, but McDonald&#8217;s is good enough and relatively risk free. The aversion to unknown risks trumps the likelihood of superiority.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">So the question is, why do you believe McDonald&#8217;s is good enough and safer? I think the answer is simple. McDonald&#8217;s is famous. Fame creates many advantages.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">In all the jabbering about marketing, and all the strategic gymnastics that marketers put themselves through, the simplest and most obvious objective of marketing should be to create fame. Brands that are famous have an enormous advantage over brands that aren&#8217;t famous.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">The world&#8217;s largest, most successful brands &#8212; the Apples, Nikes, Cokes, Pepsis, Toyotas, McDonald&#8217;s, Tides, Budweisers, Doves, et al &#8212; all have one thing in common &#8212; they&#8217;re famous. Does that mean that fame guarantees success? Absolutely not. But it makes the likelihood of success massively greater.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Those of you looking for holes in this argument will say it&#8217;s circular. It&#8217;s not the fame that&#8217;s causing success, it&#8217;s success that&#8217;s causing fame. That argument is good for about 30 seconds until you realize that each of these brands spend billions every year to stay famous.\u00a0<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">There are several ways for brands to achieve fame. Some get lucky. The press falls in love with them, follows them everywhere, and provides them with zillions of dollars of free exposure &#8212; Google, Uber, Amazon, Tesla &#8212; are examples. With very little marketing activity these brands became enormously famous. Others become famous through imaginative PR initiatives, clever stunts, or the charismatic personalities of their leaders. Or a combination of these things. There are many ways to achieve fame.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Sadly, the likelihood of the press falling in love with you is one tick above zero. Imaginative PR is wonderful to have but very rare to come by. And charismatic leaders are one in a thousand.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">The most expensive way to become famous is through advertising. It is the most expensive, but also the most reliable. It is the only avenue to fame that you can buy your way into.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Those of you who know me probably know where I&#8217;m going next. Online advertising has not been very impressive at creating widespread fame. While there are certainly some brands who have achieved a level of fame through online advertising, after 25 years there are no Apples, Nikes, Cokes, Pepsis, Toyotas, or McDonald&#8217;s.\u00a0<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">The philosophy behind online advertising is deeply flawed. &#8220;Experts&#8221; tell us that highly personalized, precision targeted, one-to-one advertising is far more capable of performing successfully because it reaches \u201cthe right person, at the right place, at the right time.\u201d This may be true if you have the least ambitious marketing goal &#8212; to generate a click. However, if you have the highest marketing goal &#8212; to build a successful brand &#8212; I have seen no evidence that this is true. In fact, I have seen considerable evidence to the contrary.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Mass-media advertising is demonstrably more effective at brand building than precision targeted, highly individualized advertising. Personally targeted direct response advertising certainly has its uses. But the number of exceptionally famous brands created by direct response advertising is somewhere between zero and nothing. The number of exceptionally famous brands created by mass media is enormous.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Highly individualized advertising makes advertising a private, rather than public, experience. Online, we all live in our own little personalized, precision-targeted digi-world. This is not an environment that is conducive to growing a brand.\u00a0<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/>To a substantial degree, mass media advertising is public advertising and online media advertising is private advertising. It&#8217;s hard to become famous in private.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- spacer for skins that want sidebar and main to be the same height--><\/p>\n<p>\u00a0<\/p>\n<\/div>\n<p><!-- end content-wrapper --><\/p>\n<\/div>\n<\/div>\n<p><!-- end outer-wrapper --><\/p>\n<p><\/body>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The Ad Contrarian: The Problem With Bubba&#8217;s Burgers skip to main | skip to sidebar The Problem With Bubba&#8217;s Burgers Let&#8217;s do a little thought experiment. You&#8217;ve been driving all morning on a two-lane highway and you&#8217;re getting hungry. You come to the small town of Nowheresville and at the intersection there are two hamburger [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[14239,8397,14214,47846,21606,17676,8402,2485,4106,17677,5393],"dealstore":[],"offerexpiration":[],"class_list":["post-104006","post","type-post","status-publish","format-standard","hentry","category-advertising","tag-ads","tag-advertising","tag-branding","tag-bubbas","tag-burgers","tag-contrarian","tag-marketing","tag-online","tag-problem","tag-television","tag-web"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Problem With Bubba&#039;s Burgers - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=104006\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Problem With Bubba&#039;s Burgers - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The Ad Contrarian: The Problem With Bubba&#8217;s Burgers skip to main | skip to sidebar The Problem With Bubba&#8217;s Burgers Let&#8217;s do a little thought experiment. 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