Be principled
Know your boundaries. Follow your north star.

He is arguably the best recognized corporate mascot on earth. He is a marked man–or, more accurately, a marked clown. Turns out Ronald McDonald’s Svengali grip over mommies and daddies is leading them to feed kids too many Happy Meals. Absurd as it seems, that’s essentially the charge against him.

Despite pressure from nutrition activists to kick the yellow-clad clown to the curb, McDonald’s is standing behind Ronald McDonald, thereby exemplifying one of The Ten BE’s of Better Branding: Be principled. Know your boundaries. Follow your north star.Continue Reading