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

Geoffrey Precourt

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.

Chris Brandt

But in 2010, when Brandt joined the Yum Inc. QSR from General Mills (where his brand-management assignments has included Betty Crocker, Foodservice, Big G Cereals, Nature Valley Granola Bars, and Yoplait), a similar study reached a vastly different conclusion: