McDonald’s was under pressure to drive growth on a global scale.
Although the brand was ranked number nine at US$ 27.5 billion according to the 2006 Best Global Brands study, it received a dismal year-over-year growth ranking of number 51 versus competitors like Starbucks who ranked number two.
The mission? To deliver a single motivating McDonald’s brand value proposition that would increase wallet share globally, without diminishing local relevance – or sales.
Global research taught us that McDonald’s had permission to move on from a globally schizophrenic brand approach to one that had universal appeal. So, we united voices worldwide to sing the same brand tune, delivering a value proposition with universal appeal among moms, kids, and teens alike: “Simple, Easy, Enjoyment.”
McDonald’s global sales have increased seven percent annually in 2008, in large part due to the adoption of the new brand strategy in markets like Europe and Asia where sales increases are averaging almost 10 percent.
Guess who’s singing now?