{"id":2059,"date":"2026-11-04T12:58:24","date_gmt":"2026-11-04T12:58:24","guid":{"rendered":"https:\/\/thomas-daamen.de\/?p=2059"},"modified":"2026-11-04T13:29:32","modified_gmt":"2026-11-04T13:29:32","slug":"mcdonalds-mecces-eine-love-brand-verkauft-zugehoerigkeit","status":"publish","type":"post","link":"https:\/\/thomas-daamen.de\/en\/mcdonalds-mecces-eine-love-brand-verkauft-zugehoerigkeit\/","title":{"rendered":"\u201cEndlich wieder bei Mecces\u201d: A Love Brand Sells Belonging"},"content":{"rendered":"

04.11.2026<\/p>\n

McDonald\u2019s is not selling toys these weeks, but a reunion with your own youth. The radio that used to come with the Happy Meal now comes with the grown-ups\u2019 McMen\u00fc. Press the button, thirty seconds of \u201cToxic\u201d or \u201cSk8er Boi\u201d, and your teenage years are back. Along with it come the 1955 Burger and the McFarmer, the latter after more than ten years in which fans kept asking for it. All this one day after the farewell to the McRib<\/a>. Even the campaign\u2019s name, \u201cEndlich wieder bei Mecces\u201d (\u201cFinally back at Mecces\u201d), sounds like the guests, not like the brand manual. The brand calls itself what its guests call it.<\/p>\n

Marketing expert and keynote speaker Thomas Daamen, whose talk \u201cTogether \u2013 From Zero to Love Brand\u201d covers brand leadership and brand strategy of Love Brands at annual kickoffs and sales kick-offs<\/a>, puts it in a nutshell: a Love Brand does not sell novelty, but belonging. \u201cYou don\u2019t recognize a Love Brand by what it sells, but by what its customers would miss,\u201d says Daamen. For him, good brand leadership therefore does not mean constantly adding something new, but knowing what customers hold on to in a brand. McDonald\u2019s leads the way: instead of drowning out the farewell to the McRib with the next novelty, the brand gives its guests back what has long been theirs. Daamen has spent more than 20 years leading and selling brands in the consumer goods industry and knows both sides of the table: \u201cIn sales, what counts is what\u2019s new on the shelf. In marketing, what counts is what stays in the mind. A Love Brand is created when marketing and sales pull in the same direction. Because what stays in the mind sells what\u2019s on the shelf.\u201d<\/p>\n

Psychology backs this up. Social psychologist Constantine Sedikides and his team show in several experiments that nostalgia strengthens the connection between the past and the present self<\/a>, namely through the feeling of belonging. Earlier work by the same research group found that it is precisely ruptures that awaken the need for nostalgia. The farewell to the McRib is such a moment. In times of change, people look for support in what they know. Customer understanding therefore does not begin with the question of what customers want tomorrow, but with the question of what they have never forgotten. Memories are a capital that a competitor cannot simply copy. After November 24, the radios will disappear from the restaurants again. What they have awakened remains.<\/p>\n

\u201cYou can bring back a product. A memory has to be earned,\u201d says Daamen.<\/p>\n

Image credit: Image: McDonald\u2019s Deutschland
This article also appeared on openPR<\/a> .<\/p>\n

Back<\/a><\/p>\n

\n

About Thomas Daamen<\/p>\n

Thomas Daamen is a marketing expert and keynote speaker from Munich. For more than 20 years he has led and sold brands in the consumer goods industry, from 2017 to 2021 as Marketing Director of Campari Germany, responsible for Aperol, among other brands. His topic is Love Brand Building: how a brand becomes one that people don\u2019t just buy, but love. He speaks about this at annual kickoffs, sales conferences and leadership events \u2013 and about what motivates teams for a brand.<\/p>\n

Send inquiry<\/a><\/p>\n<\/div>\n

More Love Brand Insights<\/h2>
\"Mehrere<\/span>\u201cI do not believe anymore in love\u201d: Love Is Made in the Glass, Not on the Billboard<\/span><\/a>\"Standbild<\/span>Aldi S\u00fcd and the Monsters: Simplicity Is Honesty<\/span><\/a>\"Kampagnenmotiv<\/span>\u201cWer hat\u2019s erfunden?\u201d: Ricola Reclaims Its Brand Capital<\/span><\/a>\"Pressefoto<\/span>\u201cPimp my Penny\u201d: The punchline is printed on the receipt<\/span><\/a>\"Innenansicht<\/span>$60 or $3.99? Two brands that understood their customers<\/span><\/a>\"Jubil\u00e4umsbuch<\/span>Marketing f\u00fcr\u2019n Arsch? What true fruits Reveals About Real Love Brands<\/span><\/a>\"Thomas<\/span>Attitude beats content \u2013 for voices and brands alike<\/span><\/a>\"Mann<\/span>Rufus & the Premium Brands Week: The \u201cPersonal Assistant\u201d Becomes a Digital Bouncer<\/span><\/a>\"Neonschild<\/span>From Stream to Shelf: How the Iconic Square Makes Music Tangible Again<\/span><\/a>\"Moderne<\/span>Secondhand Love or Strategic Surrender? Sustainability as the New Currency for Love Brands<\/span><\/a>\"Social-Media-Apps<\/span>Addiction or Longing? Real Brand Strength Needs No Neurological Traps<\/span><\/a>\"Leuchtschrift<\/span>Knighted by Theft: When a Truckload of Hand Soap Proves Brand Value<\/span><\/a>\"Illustration<\/span>Why Real Winners Don\u2019t Bet on Safety \u2014 but on Deciding<\/span><\/a>\"Buchstabensteine<\/span>Why \u201cMelania\u201d Is a Lesson in Strategic Marketing<\/span><\/a>\"Mehrere<\/span>\u201cI do not believe anymore in love\u201d: Love Is Made in the Glass, Not on the Billboard<\/span><\/a>\"Standbild<\/span>Aldi S\u00fcd and the Monsters: Simplicity Is Honesty<\/span><\/a>\"Kampagnenmotiv<\/span>\u201cWer hat\u2019s erfunden?\u201d: Ricola Reclaims Its Brand Capital<\/span><\/a>\"Pressefoto<\/span>\u201cPimp my Penny\u201d: The punchline is printed on the receipt<\/span><\/a>\"Innenansicht<\/span>$60 or $3.99? Two brands that understood their customers<\/span><\/a>\"Jubil\u00e4umsbuch<\/span>Marketing f\u00fcr\u2019n Arsch? What true fruits Reveals About Real Love Brands<\/span><\/a>\"Thomas<\/span>Attitude beats content \u2013 for voices and brands alike<\/span><\/a>\"Mann<\/span>Rufus & the Premium Brands Week: The \u201cPersonal Assistant\u201d Becomes a Digital Bouncer<\/span><\/a>\"Neonschild<\/span>From Stream to Shelf: How the Iconic Square Makes Music Tangible Again<\/span><\/a>\"Moderne<\/span>Secondhand Love or Strategic Surrender? Sustainability as the New Currency for Love Brands<\/span><\/a>\"Social-Media-Apps<\/span>Addiction or Longing? Real Brand Strength Needs No Neurological Traps<\/span><\/a>\"Leuchtschrift<\/span>Knighted by Theft: When a Truckload of Hand Soap Proves Brand Value<\/span><\/a>\"Illustration<\/span>Why Real Winners Don\u2019t Bet on Safety \u2014 but on Deciding<\/span><\/a>\"Buchstabensteine<\/span>Why \u201cMelania\u201d Is a Lesson in Strategic Marketing<\/span><\/a><\/span><\/div><\/div>

All Love Brand Insights<\/a><\/p><\/section>
\n

Told live: to Thomas Daamen\u2019s keynotes<\/h2>
\"Rote<\/span>Together \u2013 From Zero to Love Brand<\/span><\/a>\"Aperol<\/span>What a Love Brand Has to Do with Your Life<\/span><\/a>\"Barkeeper<\/span>Successful Teams Are Like an Excellent Cocktail<\/span><\/a>\"Treppenhaus<\/span>Deciding Means Giving Up AND Winning<\/span><\/a>\"Gel\u00e4ndewagen<\/span>The Rally of Life: What Drives People<\/span><\/a><\/div><\/section><\/p>","protected":false},"excerpt":{"rendered":"

Ein Burger mit einer Jahreszahl im Namen. Ein Mini-Radio, das auf Knopfdruck Britney Spears spielt. Ein Spielzeug aus dem Kindermen\u00fc, jetzt zum Men\u00fc f\u00fcr Erwachsene. McDonald’s holt zur\u00fcck, was viele aus ihrer Jugend kennen, und das ausgerechnet in dem Moment, in dem sich die Marke von einem anderen Klassiker verabschiedet. Warum gerade jetzt? Warum klingt der Kampagnentitel, als h\u00e4tten ihn die G\u00e4ste geschrieben? Und was verr\u00e4t das dar\u00fcber, was Kunden wirklich an eine Marke bindet?<\/p>","protected":false},"author":1,"featured_media":2060,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-2059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-love-brand-insights"],"yoast_head":"\n\u201eEndlich wieder bei Mecces\u201c: Eine Love Brand verkauft Zugeh\u00f6rigkeit | Thomas Daamen<\/title>\n<meta name=\"description\" content=\"McDonald's holt Mini-Radios und Burger-Klassiker zur\u00fcck. 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