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Despite the recession, despite best-selling books and major movies dedicated to its downfall, McDonald’s is growing again. It bested the rest of the industry in 2009, with continued sales improvements and market share gains. Pierre Woreczek, SVP and Read More...
Despite the recession, despite best-selling books and major movies dedicated to its downfall, McDonald’s is growing again. It bested the rest of the industry in 2009, with continued sales improvements and market share gains. Pierre Woreczek, SVP and Chief Brand & Strategy Officer for McDonald’s Europe, explains why it’s all down to a conversation.
You will find out:
How Pierre balances information and instinct on key decisions
Why transparency is vital for success, and proven strategies to promote this ‘new’ brand value
How cross-border marketing can make a world of difference
Can you get local and global thinking in your marketing mix? Do you need to?
It's often hard for successful brands to overcome negative press and citicism, somthing I'm sure that McDonald's became very accustomed to. The transformation that Woreczek initiated has clearly done wonders for the brand, projecting them as contemporary and sophisticated, an image that has managed to shake the negativity surrounding the company. Just goes to show the potential that a rebrand can open up, that is when its carried out successfully!
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