Staying on the edge of culture can be risky for brands.

The risk is that they may end up offending or upsetting their existing customers.

But McDonalds Chief Marketing Officer, Morgan Flatley, reckons that's a risk worth taking.

She believes that brands are ultimately resilient.

Customers will forgive a few missteps. They will get over it.

So maybe it's time for your brand to play on the edges a bit more.

#branding #culture #marketing