Gary silverman rise of the stock market under obama

Familiar fare ranging from presidential candidates named Bush to Kraft American cheese slices fell out of favour. Spicier offerings such as Sriracha hot sauce and Donald Trump were all the rage. But, as the new year arrived, one member of the US corporate elite was demonstrating that is possible for a well-known — and frequently disparaged — brand name to regain its marketing mojo in fairly short order.

Shares in the restaurant chain have rallied by roughly a third since their lows in January , when the company named Steve Easterbrook to replace Don Thompson as chief executive.

McDonald's Chief Executive Officer Steve Easterbrook predicted a return to growth for the burger chain in the second half of the year, giving investors cause for optimism after another quarter of slumping sales. What fascinates me about Mr Easterbrook is that he responded to these travails with the corporate equivalent of political correctness.

gary silverman rise of the stock market under obama

He tried to engage them. Granted, this pronouncement was kind of vague.

The key point is that as a marketer, Mr Easterbrook opted to go with the new-age sociopolitical flow. In Germany, it trotted out its first per cent organic beef burger, using meat sourced from farms that eschew synthetic chemical fertilisers and pesticides.

To be sure, many of his innovations have been little more than variations on the old business axiom that holds the customer is always right. A well-timed press release or tweet in this context can be just as meaningful as the most artful advertisement. Devised by Keith Reinhard, most recently of the DDB advertising agency, it was meant to assure the growing number of working mothers in the US of the s that it was OK to take their kids out for a fast-food meal.

When it comes to corporate do-gooders, there is no one quite like its chief executive, Howard Schultz. So political has his persona become that it has seemed at times as if he were auditioning for a role as a stunt double for Bernie Sanders, the socialist Vermont senator running for the Democratic presidential nomination.

The Twitterati responded with derision, which was understandable, because sometimes people go to Starbucks for the coffee. His shares have been trading recently around 50 per cent above their levels at the start of last year.

Maybe executives such as Mr Schultz and Mr Easterbrook are showing us all how successful capitalists behave nowadays. Home News Weather Entertainment Sport Money Lifestyle Wellbeing Food Travel Motoring Video.

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Gary Silverman

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gary silverman rise of the stock market under obama

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Politically correct McDonald’s is on a roll

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