McDonald’s Looks to Corporate Storytelling for the Secret Sauce

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Recently, the New York Times ran an excellent story about McDonald’s, and its quest to redefine itself in the face of changing consumer tastes, damage to its corporate reputation, and debate about the future direction of the company. Unlike straightforward news stories about management changes–McDonald’s recently changed its CEO–this NYT feature story really looks at McDonald’s as a company struggling to revise its corporate narrative. It shows just how important corporate storytelling is, and how it can define everything that a company does–from its products and services, to the executives it hires, how it wants to be perceived by customers–everything.

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