The Secret McDonald's Recipe For Canadian Success →
McDonald’s Canada transparency program “Our Food. Your Questions.” is a good example for successful brand building in the 21st century.
“If you have a good story to tell, tell it. But you have to do it in a way that’s authentic, and you have to have that conversation with the customer. You can’t just preach to the customer these things that you know are true. You have to engage them, so that they can come to learn and believe it and build that trust with you.”
via fastcompany