McDonald's: An Inspirational Brand

October 11, 2012

How does a brand close the gap between customer perception and company reality? McDonald’s stands for great-tasting quality food, great people, and strong community partnerships. The brand is committed to doing what’s right for all customers and offers more variety and balance in its menu than ever before. But as the industry leader, its reputation is frequently called into question. Serving 28 million people a day in the United States, McDonald’s has the ability to change the conversation. Neil Golden, Senior Vice President & Chief Marketing Officer, McDonald's USA, LLC, discussed how a brand must evolve and share its story in a way that inspires people to listen.

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