In marketing there are “does” and “talkers.” You can’t become a talker without first doing but after you get your talker stripes it becomes easy to go on the speakers’ circuit. One of my favorite brand and marketing “doers” is Taco Bell’s CMO Chris Brandt.
First off, he gets branding. He understands when you have a powerful brand idea, in his case “Live Mas”, you need to articulate and share it. Everywhere. By enculturating it inside a company, it then seeps out every pore. Next you need to innovate. Innovation provides learning. And marketing is nothing if not constant learning. With all deference to the people selling agile this and agile that, you also need to know when to pull the plug – as Mr. Brandt has with the waffle breakfast taco. This time last year it was touted as the company’s largest new product launch. Today it has morphed into a Biscuit Taco. (Maybe use a little American maze in the recipe?) The point is, Mr. Brandt’s engine is always running. Good thing because he’s in the retail fast food business. Next to selling door to door, retail offers the most immediate response to effective marketing. One year of waffles and Mr. Brand knew he had to make a move.
Lastly, Mr. Brand is using a hot ad agency, Deutsch-LA. These Westies are doing some great work. Traditional and digital. They may not get branding strictures with the vigor of Mr. Brandt, but they don’t have to. As long as they have him to drive the taco bus. Peace!
