Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective.

People come into McDonald's two to three times a month - to extrapolate that to the cause of obesity is a real stretch.

The point is not that angering people should be the goal for every brand. It's that attempting to avoid controversy at all costs is sometimes the riskier option. It can deprive a brand of its distinctiveness and edge. Too often, marketers strive to please the broadest number of people possible. The result can be communications that no one hates. But no one loves either.

Part of how we decide how we allocate our media is we have fairly sophisticated ways of measuring our return on marketing spend, which helps us best analyze the most effective way and medium in which to spend our marketing dollars.

When you're in a turnaround situation, you cannot incrementalize your way out of it.

I take it personally when people belittle our employees and misrepresent our record as an employer.