This book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's. Larry Light who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success.
Exploring the evolution from the collective mindset of the 1950s to today's individualism, this book analyzes the impact of societal polarization and anger on brand management. It highlights the need for companies to adapt their strategies to navigate the complexities of modern consumer behavior, emphasizing the shift from community-focused branding to a more personal and individualized approach. Through this lens, it provides insights into effective branding in an increasingly fragmented marketplace.