McDonald's: Having your Big Mac and eating it: how focusing on its core brand enabled McDonald's to develop advertising that built brand affinity and drove sales
Ian Hilton – Leo Burnett; Beate Lettmann – Mindshare
This paper tells the simplest of stories – how harnessing the strength of a brand led to sustained business growth.
It’s a story of a big brand that made a big difference to its business by taking some big decisions that enabled its advertising to make a bigger contribution. We will make clear how advertising not only sustained the business during a period...