Once upon a time there was an unstoppable empire, glinting under golden arches, loved by millions of families around the globe. Then one day a young man decided to eat McDonald’s, and only McDonald’s, every day for 30 days. The result? He got really ill, wrote a book and made a movie about it…and the shine came off those golden arches. McDonald’s endured a whole heap of bad press, conspiracy theories and questions over how their food was made.
Yet, in a remarkable twist to the tale, McDonald’s managed to reinvent itself and get their shine back. Their brand is one again aligned with those valued by families: tasty, good value food that can be enjoyed as part of a balanced diet.
Not all rebrands are such a fairytale, though. (Almost) every company goes into a rebrand for considered, deliberate reasons, and hopes that move will reshape their corporate image for the better. Unfortunately, even the best laid plans sometimes fail.