Behind a good name there is a good strategy. The McDonalds Foundation HACER targeting Hispanics is righ On-Code for the U.S. Why? because this is a country where the “delivery”, the “to do” is the code, a country where the opposite, the under deliver, is a sin. As with the Nextel tag line “Done”, the HACER name will have more appeal to many acculturated Hispanics.

Here’s the Mindcode: When thinking about a new name for a sub-brand choose a name that is On-Code.

Eduardo Caccia

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