How McDonald’s got its swagger back by tapping into “fan truths”

When McDonald’s, the fast-food chain, found itself becoming a “transactional” brand, it sought out a new way to reconnect with customers.

A couple of years ago, McDonald’s found itself in danger of becoming a transactional brand, according to Jennifer Healan, the fast-food giant’s vp/US marketing.

“We were moving window-to-window through the marketing calendar, chasing limited-time offer...