A couple of days ago driving along highway 80 I noticed something, I guess, quite familiar all over the US. Chevron's and McDonald's logos shared a sign at a rest area. I couldn't take a picture of the actual site but it was something quite like this.
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What grabbed my attention was that both brands were sharing the same status up above in that sign. Equivalence of stomachs and gas tanks!. For me, gas is a completely undifferentiated product which unique function is to "feed" the car. In a sense, it looked like McDonald's hamburgers were performing for human-beings the same function that gas provides for a car.
The golden arches' brand doesn't come out nicely from the matching. Both brands belong to very different experiences. As a consumer I felt a subconscious disconnect. Well, some may say that at the end of the day it is all about chemistry - organic and inorganic-, isn't it?
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