McDonald's (MCD) sure knows a thing or two about being big. More than 100 billion people have been served under its Golden Arches -- although I must admit, the company stopped counting in 1994. It's no wonder, since keeping track of hamburger sales across 31,000 restaurants in more than 120 countries is a rather large undertaking.

To keep its grills sizzling in all these restaurants, the company also runs a gigantic marketing budget of $2 billion, which for scale, is roughly equal in size to the total economic output of the Central American nation of Belize. In other words, there's a whole lot of "I'm Lovin' It" on the airwaves.

This kind of advertising firepower has been driving McDonald's efforts to rebrand itself -- recreate itself -- in a way not too dissimilar from what Madonna has successfully pulled off with each of her new albums. But here, instead of cone-shaped bras and risqué documentaries, McDonald's is firing both barrels at its Super Size Me reputation. Snazzy new restaurant décors and trendy menu items like gourmet salads, yogurt parfaits and premium coffees are the tangible signs of change.

I believe these efforts will gain traction, as the sheer number of McDonald's locations -- with the corresponding convenience created -- will instill a powerful urge to try out these new menu items. It's this combination of familiarity, fancy newness and accessibility that helped Madonna maintain a successful career, and it is helping McDonald's regain lost prominence.