An Emotional Free Sample: McDonald’s Brand Strategy

Great marketing in the digital age stems from not just from what a brand says about its product or service but how it says it. In other words, brands need a “communications model.” This determines when, where and how it shows up in the world – and why it deserves to be there. At the BRITE ’19 Conference, Colin Mitchell (VP Director Global Brand, McDonald’s) describes McDonalds’ recent journey to discover what its communications model should be, while uncovering strategic lessons that can be applied to your brand.

The BRITE conference on brands, innovation and technology is presented yearly by the Center on Global Brand Leadership at Columbia Business School.