Hanft

Keeping kids interested in him could be tough, Mr. Hanft said: Ronald is not a 3-D avatar techno-cool superhero.

McDonald's Puts Ronald Back to Work Annie Gasparro 2011

The idea to instill demand directly in children, who will then pressure their parents, clearly works, Mr. Hanft said.

McDonald's Puts Ronald Back to Work Annie Gasparro 2011

Branding strategist Adam Hanft, chief executive officer of Hanft Projects, says highlighting employee success stories is a good move, but bringing the McJob terminology in to the campaign is a huge misstep.

McDonald's Aims to Change Image of 'McJob' Annie Gasparro 2011

"With the return of Ronald, McDonald's is reverting back to advertising directly to kids, rather than advertising to kids through their parents," said branding strategist Adam Hanft , chief executive of marketing firm Hanft Projects.

McDonald's Puts Ronald Back to Work Annie Gasparro 2011

"I think over time they could've created an impression that these aren't jobs of last resort," Hanft said.

McDonald's Aims to Change Image of 'McJob' Annie Gasparro 2011

He also maintained his criticism of Stewart, agreeing with Hanft, who said that the repeated mockery he received at the comedian's hands seemed to have been "psychologically traumatizing."

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"It replicates more of an at-home, on-the-couch eating experience than an oasis from the chaos, like at a Starbucks or Panera," Mr. Hanft said.

McDonald's to Roll Out McTV Annie Gasparro 2011

However, Adam Hanft , brand strategist and CEO of Hanft Projects, says he thinks this actually cuts against McDonald's efforts to create a more upscale environment.

McDonald's to Roll Out McTV Annie Gasparro 2011

He also maintained his criticism of Stewart, agreeing with Hanft, who said that the repeated mockery he received at the comedian's hands seemed to have been "psychologically traumatizing."

Rick Sanchez: I've Been Traumatized By Fallout From Firing The Huffington Post 2011

"He's usually a much better chess player than this," said Adam Hanft, who heads the consumer marketing and branding firm Hanft Projects.

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