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“I loved them and thought they were hilarious, and it’s really nice to see everyday men in this kind of spot,” Mr. Vinjamuri said, adding that, unlike some over-the-top advertising to men, there was a strategic underpinning to the humor.
“If you’re doing these events to introduce something new and cool, can you have enough security, can you manage it in such a way that you create desirability which is what any brand wants without making it dangerous?” said Vinjamuri.
“Chipotle’s marketing strategy makes sense because the ecosystem of advertising has fundamentally changed,” says brand consultant David Vinjamuri. “Chipotle is relying on social messengers to connect the message to the brand.”