I talk a lot about telling your story and letting your audience both get to know you, and to affiliate with your business, based on their resonance with that story. But rarely do we get to see the story so clearly and compelling told as Chipotle just did with their The Scarecrow video! If you haven’t seen it yet, by all means stop here and watch the video — it’s three minutes — but a great three minutes. You’ll be so glad you did.
http://youtu.be/lUtnas5ScSE
Did you notice that without a single word being spoken, the story, values, and raison d’être for Chipotle is made clear. This is a bold story, a brave story, and one that Chipotle clearly feels very strongly about. This is a potentially polarizing issue – not everyone will appreciate the message in this video. This is why a target audience is so critical! Chipotle isn’t looking for “everyone” to be their customers, they are looking for individuals who care about the quality and integrity of their food to be their customers. If you don’t care about those things, it’s okay, Chipotle doesn’t need your business. That’s because there are more than enough individuals who do care about the quality and integrity of their food and who passionate in those beliefs. There are also enough individuals who care, “some” about the issue that would periodically make a buy decision for a meal at Chipotle to keep them in business a long, long time.
How’s your brand narrative? Do you have a target audience that you are willing to bet on? If there is work for you to do there, check out my new book, Finding Brand: The Brand Book Tutorial for step by step instructions now to create a strong and powerful brand. Or if you just want to stick your toe in the water, check out the Brand Book Tutorial Series available here, on this blog.
As a consumer, having seen the video, I have to decide where my values around food production lie — and if based on those values, I choose to change my food buying behavior and start (or continue) buying from Chipotle. You have to make the same decision.
So what’s it going to be?
- Published: September 19, 2013
- Author: Tisha Oehmen
- Blog: Finding Brand Blog
- Category:
- Tags: brand, brand book, Brand Book Tutorial, Branding, Business, Food, Narrative, story, target audience, Tutorial
- Comments:
Quacktastic Reviews:
Excellent team to work with! Mike and Tisha are fantastic at coming up with new ideas while staying true to my companies vision, values, and…
Operating a restaurant and bar is hard enough. It demands wearing many hats. Promotions and marketing is not one of them any longer since we…
Can not recommend this team enough. What started as a one-time website re-design has evolved into Paradux handling the vast majority of our marketing. Business…
We would not be able to run as smoothing, quickly, or efficiently if it was not for Paradux Media Group. Tisha and team is hands…
Recently, I had the opportunity to work with Paradux Media on a website build, and I just couldn’t have been happier with the process and…
Mike and his team are well known within the region and marketing community as an insightful industry leader. If you are looking for a Marketing…
Paradux Media is a very professional group, and they know what they’re doing. Whether they are placing buys for clients, or producing high-quality TV spots,…
Paradux helped build my business in all capacities. Without them, I would never have had the resources and ability to get so much accomplished –…
Mike, Tisha, and the team can build you anything you want for your company or small business. Very knowledgeable and easy to work with. They…
As a long-time client of Paradux, I can confidently say that their creative team is one of the best in the business. They consistently produce…