The larger the brand, the more audiences a company must consider. Marketing communication challenges
for Fortune 250 companies are more complex than merely cutting through the noise to get awareness of your carefully crafted message. You have more than just customers and competitors with which to contend.
Take McDonald's. One would think landing your company in Webster's Dictionary would be a brand coup—firmly cementing your company into America's lexicon. But in this case, the accomplishment is having the opposite effect.
The 11th edition of Merriam-Webster's Collegiate Dictionary defines McJob as a low-paying job with few prospects for future benefits or promotions. McDonald's CEO has gone on the defensive, but Webster folks stand by its standards for adding words to the "best-selling hardcover dictionary on the market."