Chipolte. This brand appears to be sticking to its guns, despite some recent buzz that may have indicated otherwise. In support of a new app, there's a mini-movie and trailer (mostly online but also appearing on broadcast) that's been picking up steam, all supporting its quest for "fresh" ingredients. I have to say that this brand firmly knows what it stands for, and has been consistent at every turn, as any brand should be.
Perdue. We've been familiar with the Perdue "style" of advertising, or shall I say the brand's "voice" for years ... one of the first to use a CEO as a consistent spokesperson. This season we're seeing a radical departure, in a similar vein to Chipolte, talking about the "purity" of ingredients. Better sell?
"It's not what you eat ... it's what you eat eats." Very clever.
These are just two examples of why I always say "marketing is a spectator sport." It's great fun to watch and learn from all this activity. Can't wait to see the results!
What's your experience? Jim.
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post
PS - My company announced the launch of my new book on Personal Branding this week! The Personal Experience Effect!