The great thing about corporate giants is that they are such amazing business innovators. For example, in the category of “wheel-spinning” innovation – ie, trying to change a corporation’s course without actually changing anything – it’s hard to top McDonald’s. For several years, the fast-food chain has been losing customers to younger chains with healthier, more-stylish offerings. So, CEO Steve Easterbrook has tried to recoup the losses with PR tricks, such as calling the menu “healthy” and “fresh.” But a McNugget and fries are still what they are, so people have not bitten the PR bait.

Get the full commentary here.