Brand Identity Essentials

51 Macro Trends

Macro trends in brand identity are tied to trends in business models and lifestyles.

Consider the rise of the McDonald’s brand and the value proposition of easily accessible, inexpensive fast food. Beginning with its founding in 1948, McDonald’s developed a breakthrough business model that many other restaurant chains copied. As such, it helped define a category.

McDonald’s brand identity remained successful for decades, but has been challenged in recent years by industry rivals such as Subway, which built a new brand around healthier lifestyle trends. Similarly, the rise of Starbucks Coffee Company reflects a set of brand characteristics that center on food quality and a sense of community. Neither Subway nor Starbucks could ...