brand_idea

Enjoyment, lifestyle

Published: February 22, 2016

McDonald’s: Transforming the customer experience from inside out

McDonald’s
Transforming the customer experience from inside out

McDonald’s was under pressure to drive growth on a global scale. Although the brand was ranked one of the top brands, it received a dismal year-over-year growth ranking of number 51 versus competitors like Starbucks who ranked number two.

The mission? To deliver a single motivating McDonald’s brand value proposition that would increase wallet share globally, without diminishing local relevance – or sales.

Global research taught a group of brand strategists including our team that McDonald’s had permission to move on from a globally schizophrenic brand approach to one that had universal appeal. So, we united voices worldwide to sing the same brand tune, delivering a value proposition with universal appeal among moms, kids, and teens alike: “Simple, Easy, Enjoyment.”

Enjoyment, lifestyle

Published: February 22, 2016

Concept / Design

Video

Credits

Please wait...

Subscribe to our newsletter

Want to be notified when our article is published? Enter your email address and name below to be the first to know.