mcdonald’s

Brand authentication: Keeping it real in the Digital Age

By DAVID CHAUVIN // In theory, being authentic should be easy. How hard can it be to be yourself – the one person you know better than anyone? Unfortunately, marketing history is full of stories of otherwise-sound brands misunderstanding themselves or the customer relationships – time and time and time again. In search of advertising buzz, a brand refresh or the ever-elusive viral marketing campaign, marketers will often lose sight of what draws people to…


Think big, but don’t act like it

By J.L. KOMINICKI Those of us trying to scale a business got a free lesson from McDonald’s this week on the dangers of getting too big to pivot. I know, I know, we should all have such problems. But the tighter your niche, the quicker the potential of getting to a size at which market changes become a very big deal. Which is where Mickey D’s has found itself. McDonald’s, as you know, was built…