McDonald’s, once the world’s largest burger chain, is now headed into a downfall as their 2015 quarterly report displayed diminishing profits, sales, and traffic.
From a marketing perspective, McDonald’s has no story or narrative. Unlike other vibrant brands that feature health-related messages (fresh, organic, light, etc.) or quality messages (meat blends, local, not frozen), McDonald’s has no narrative to connect with today’s market. Legacy brands like McDonald’s cannot depend on their reputation alone to succeed. New brands with enticing stories and product “motivations” will erode stale legacy brands in today’s marketplace.
Read more on the downfall of McDonald’s on Business Insider.