Building Brand Resonance and Creative Effectiveness at McDonald's

Exploring how McDonald's maximizes brand power through creativity and consumer touchpoints, emphasizing the collaborative nature of brand building across all company functions. The chapter details McDonald's strategy of balancing long-term brand building with short-term sales goals, highlighting the importance of internal alignment and a creative renaissance to connect employees worldwide with brand values. It also discusses the challenges and ongoing efforts to standardize creative excellence globally through consistent language, workshops, tools, and recognition of exemplary work.