McDonald's Gets McBetter

For McDonald’s, McActions speak louder than McWords.

Hub, March 16, 2009 — Nearly six years ago, McDonald’s was vilified in the Fast Food Nation bestseller and in the documentary, Super-Size Me. And, it was held responsible — if not personally — for obesity in this country and globally by nearly every media commentator and activist group.

Today, McDonald’s is enjoying 55 months of global same store sales increases, stock value gains, and positive movement in the Reveries.com survey. What was essential to McDonald’s success was a rededication to its brand’s core values. The big turning point for McDonald’s came with a change in mission. It was no longer about being the best or biggest quick-serve restaurant.

At McDonald’s, the Happiest Meal Is Hot Profits

New York Times, January 11, 2009 — It wasn’t too long ago that McDonald’s, vilified as making people fat, was written off as irrelevant. Now, six years into a rebound spawned by more appealing food and a less aggressive expansion, McDonald’s seems to have won over some of its most hardened skeptics.

How Apple, Others Have Cultivated Religious Followings†

Nine Components That Powerfully Engaging Brands Share With Religion

Advertising Age, December 8, 2008 — Having spent years talking with brand fans — from obsessed Harley-Davidson riders to devoted Guinness drinkers to young Hello Kitty admirers (one of whom owns more than 12,000 pieces of Hello Kitty merchandise) — I've been struck by the power brands have over their followers. But can the apparent parallels between brands and religion possibly hold up? Have some brands actually managed to create their own religions by, coincidentally or deliberately, adopting triggers and tactics from the world of religion?