This is the story of a turnaround of one of the world’s most iconic brands, McDonald’s, in its home market, the U.S. A turnaround driven by a change in mindset, that drove a change in marketing. To stop listening to haters, and focus on fans and the truths they love about the brand instead. A turnaround that drove a 2.6X rise in annual marketing–driven sales, and generated $4.4BN in sales. And a turnaround that led to campaigns being called out in quarterly-earnings calls, and led the Wall Street Journal to run the headline “McDonald’s is cool again.”