This van was parked across the street from my hotel in Helsinki a few days ago. Immediately I thought rip-off gone wrong.

It is safe to assume that McClean was created when McDonald was hip and cool, and the brand conveyed a positive and desirable message. Alas things change… and McClean incidentally tied its brand destiny to McDonald’s. McDonald remains one of the top ten brands in the world, but it has lost its lust for many of us. It is now perceived more often than not as junk, poor quality, cheap global food. These are not the characteristics one wishes for a cleaning service.