Chipotle Shows How True Branding Is More Than A Tagline

A brand is more than just a logo and a tagline. When different pieces of the marketing mix can be brought together with cohesive planning and execution, an enduring and profitable brand platform is created. Chipotle’s first national commercial succeeded in strengthening their brand thanks not only to creative, but because its messaging linked back to the company’s core promise.

For the sake of full disclosure, let me start by saying that I love Chipotle. I enjoy their food, I use their iPhone app to order without waiting in line, and I appreciate their insistence on making “food with integrity.” That said, it may come as no surprise that I also very much enjoyed their new commercial.

Not only was this commercial more impressive and interesting to me than any of the commercials during the “big game” this year, it also managed to be touching and memorable without straying from Chipotle’s core message and brand promise.
From the simple-looking geometric animation, to the perfect song (which became all the more appropriate when warbled by the legendary Willie Nelson), to the wordless but crystal-clear storytelling…everything in this ad hit exactly the right note. Head over to their website and the brand message is there, loud and clear, “learn more about food with integrity.”

A brand is more than just a logo and a tagline, and when handled properly, its messaging permeates everything that is created and released, to the point that you can see a single piece of collateral and know immediately who it belongs to. At Star we believe that a company’s goals need to align messaging and design elements with market trends and customer insights. When these pieces come together, an enduring and profitable brand platform is created.

While Chipotle may not quite be up to the level of a McDonald’s or a Burger King, they offer a solid brand message to potential customers that is reinforced with all of their current collateral as well as in-store signage. With this ad, they solidify the brand promise that differentiates Chipotle from all of their competitors, which, in essence, is the true purpose of branding.

In a world nearly overrun with fast food joints and quick food choices, a differentiator like this could easily make someone walk a block further to get lunch. I heard more than one person mention that the commercial gave them chills or even brought them to tears, how many ads have you seen that could boast that claim?