Inside McDonald’s Brand Evolution with Steve Levigne

“You have to live the values and promise of the brand. You can’t just tell people how good you are.” As Vice President of US Strategy and Insights for McDonald’s USA, Steve Levigne understands better than most how consumers are changing and what that means for brands. After twenty two years under the golden arches, Levigne took some time to chat about the past, present, and future for this great American brand.

About Steve Levigne

Steve Levigne is Vice President of US Strategy and Insights for McDonald’s USA. He’s responsible for integrating consumer, business, and industry insights into actionable plans to help drive the U.S. business. His contributions in these areas have helped McDonald’s strengthen their industry leading position, and realize their most successful period in their history.

His career spans 30 years of demonstrated leadership creating value through brand building and performance improvement, including roles at McDonald’s USA and Midas International. While at McDonald’s, he has earned many awards and recognition. Among them is the Eagle Award, given annually to one US Officer that demonstrates outstanding contributions to the brand.

Steve holds a Bachelor’s Degree from Northern Illinois University and a Master’s Degree from Northwestern University’s Kellogg School of Management, with an emphasis in Marketing and Management. In addition, he is an alumni of McDonald’s Global Leadership Development Program, an executive development course offered to select employees.

He is a frequent speaker at universities and at industry events across the country. He also serves as an advisory board member for Cornell University’s School of Hospitality Research, and the School of Journalism and Mass Communications at the University of Iowa.

As We Wrap …

Recently our friend Sean Carpenter gave us a shout on Twitter about our recent episode focused on marketing education and more featuring Mark W. Schaefer. Thanks for listening Sean!

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