Are Brand Rivalries Like the Taco Bell-McDonald’s Dust-Up Good Marketing?

I-Com attendees weigh in

Headshot of Christopher Heine

Taco Bell and McDonald's last week had an epic exchange after the former debuted its "Ronald McDonald" TV spot. And Ford took on Cadillac in what has been a late March defined by brand marketers having a little fun at another's expense.

It raises the question: Do public rivalries make for good brand marketing?

We asked a few folks at the 5th I-Com Global Summit, which kicked off proceedings this afternoon in Seville, Spain.

Here's how they answered:

Tania Yuki, CEO of Shareablee:

Stuart Wilkinson, comScore's head of industry relations:

Lucas Olmedo, CEO of online recommendations engine Fligoo:

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: March 31, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT