In AdAge.com, this article explores McDonald's marketing strategy, as discussed by Larry Light, the Chief Marketing Officer. The new technique seeks to drive McDonald's slogan and branding into four cultural languages, according to Light -- sports, music, fashion and entertainment. The "I'm lovin' it" campaign has coincided with McDonald's financial upswing in the last year, although analysts question whether that trend should be attributed to the campaign, the economy or the recent menu shift.
Posted by franchiselawblog at June 18, 2004 02:21 PM