David Brier: I recently sat down with Ted Rubin, brilliant social marketing strategist, to discuss a campaign by Chipotle.
Following the recent string of health scares, Chipotle’s consumer confidence (as well as shareholder confidence) has sent the brand’s stock value dropping like a hot tamale, from mid-$700-per-share high to a mid-$400 a share, all within the last 12 months.
WHEN MANAGING A CRISIS, DON’T TREAT IT LIKE JUST ANOTHER DAY
In such a crisis mode as the one Chipotle is dealing with, how does one navigate through the rough waters of consumer confidence and public perception?
Have you ever dealt with riding such a wave avoiding the landmines and potholes that await you and your trek through “branding hell”?
And more to the point, does a headline like “Culinary Monsterpiece” belong on Chipotle’s landscape of communications?
Watch the short video below (must see: David’s graphic on Chipotle, Think Outside the Fear, as a Taco Bell wannabe) and hear what Ted and I have to say in this episode to Dave and Ted Talk….