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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 once again aligned with those values important to 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.
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)
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