On NewsTalk 96.5 KPEL's 'Brand Buzz' this week Jaci Russo discussed the Breakfast Brand Wars launched by Taco Bell.

Taco Bell has launched an ad campaign targeting McDonald's breakfast menu using a group of men and boys named Ronald McDonald in their ads. According to Russo,

They've really sort of proven how damaging it can be to your brand when you step outside of what your skill set is.

Ken said,

I guess this proves when you do an attack ad you'd better know what you're doing.

To that statement Russo responded,

You shouldn't do one. You shouldn't copy somebody else's business. McDonald's has staked their claim in breakfast. They've done a fantastic job for decades now.

Wrapping up Russo said,

By trying to imitate somebody else, a competitor you really put yourself in a lower position not a higher one because the consumer knows.

To hear more about what not to do in an ad campaign click the blue arrow below:

To get more great information on branding visit Jaci's blog www.razorbrandingblog.com.