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The Scarecrow – Chipotle’s Brilliant Branding Commercial

This is a bold story from Chipotle. It is a potentially polarizing issue, & why a target audience is critical!

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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?


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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