On the anniversary of 9/11 yesterday, many brands unfortunately demonstrated how to appear disingenuous – or even crass. We would have thought there might have been a heightened sense of awareness for these kinds of faux pas after DiGiorno’s misstep earlier this week, but unfortunately this wasn’t the case. McDonald’s is upping their menu game by trying to trademark McBrunch. Meanwhile, Facebook is working on their latest attempt to battle Snapchat’s expiring post reign.

How Not To ‘Engage’ on 9/11
The case for engaging with people – particularly around cultural events good, bad, and catastrophic – is a compelling one for brands. But where do you draw the line at going ‘too far’? One man’s mission to highlight inappropriate undertones of branded 9/11 content drives home a point that all marketers need to hear.
[Adweek]

DiGiorno Owns Up To Twitter Mistake
Brands make mistakes on Twitter – it happens all the time. But a brand taking the time to apologize to every single person they’ve offended? Now that’s rare – and in this case, extremely well played by DiGiorno.
[Globe & Mail]

Who wants to McBrunch?
If you’ve ever been disappointed by that awkward hour after McDonald’s serves breakfast but before lunch time, you might just be in luck. The company has filed a new trademark for the term “McBrunch” – which could be an interesting new twist on the fast food breakfast wars.
[Entrepreneur]

Disappearing Posts on Facebook
Pretty soon it might be possible to set an expiry date on your Facebook posts. Too much like Snapchat? Perhaps. But that may be the point as Facebook looks to compete with the once “little company” that turned down a $3 billion acquisition offer.
[Mashable]