March 24, 2011 Multi Chamber Lunch guest speaker, Ed Rensi (retired president and CEO of McDonald's USA)
By Richard R. Klicki
The Business Ledger
You may know your brand, but do you know your “brand essence?”
This was the question former McDonald’s CEO Ed Rensi posed to more than 500 local business leaders during a recent luncheon hosted by 18 West suburban chambers of commerce in Woodridge. While a brand says what your business is all about, Rensi said, brand essence is the emotional bond customers and employees have to that brand.
As an example, people will think detergent when someone mentions “Tide.” However, the main reason people (read more...)
