The strategic roll-up to Taco Bell's 'Live Mas' rebirth

This event report describes how Taco Bell, the quick service restaurant chain in the US, changed its marketing in order to become a lifestyle brand.

The strategic roll-up to Taco Bell's 'Live Más' rebirth

Geoffrey PrecourtWarc

Taco Bell wasn't dead. Yet.

"Here was our problem," Chris Brandt, cmo, explained to an opening-day audience at the 2014 Association of National Advertisers (ANA) Brand Masters Conference in Hollywood, Florida. "We weren't that cool. And to be a lifestyle brand, we had to be cool." The analysis was simple: In the late '90s, the chain had conducted a brand-cluster audience; brand attributes played right into the interests of the target customer.

But in 2010, when Brandt joined the Yum Inc. QSR from General Mills (where his brand-management...

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