(PDF) How to fix a Broken Brand (McDonalds Case Study 2015)

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Background

Forget brand makeovers, rebrands and a better ad campaign. What McDonalds needs to stay relevant is something far more radical.In this case study presentation I look at McDonalds. What is the root cause of the McDonalds brand marketing strategy? Why is more "branding" and more of the old ad agency model going to create more of the same problem? And how can McDonalds fix its brand through building a powerful Frontline Brand Experience?

In this presentation, I look at the shift from Branding to Brand Experience and the 3 areas McDonalds needs to focus on to fix its broken brand.