Global Marketing Tuesday: Chipotle And Persona



(1) Persona: The personality of your brand

Our brand’s persona gives people something to connect with. We want them to relate to our brand like they’re a person.

(2) Factory farm: A farm that is similar to a factory

I grew up on a farm, but it was nothing like today’s factory farms. We milked cows by hand and the cows were free to go wherever they wanted.

(3) Natural ingredients: Parts of food that aren’t changed with technology

Our carrots are all natural. They’re straight from the ground to the box to the store. We don’t use any chemicals at all.



1. Why does Chipotle use a movie like this?

a. To sell more burritos

b. To create a world that strengthen’s their brand’s persona

c. To create a bond with the customer

2. What persona does Guerlain have?

a. Expensive and difficult

b. Sexy and adventurous

c. Fun and healthy

3. What persona does Chipotle have?

a. Tasty and safe

b. Fast and efficient

c. Healthy and kind

7 ________________________



By Jeremy Schaar

“Anything you want to, do it. Want to change the world? There’s nothing to it…”

Two lessons ago, I presented the eight Ps of luxury marketing. Today, we’ll continue to look at how companies use those eight Ps. Not all of the companies in this series are luxury brands, but they all use elements of luxury branding. Today, we’ll look at Chipotle and Persona.

Chipotle is a Mexican fast food restaurant. They sell burritos and tacos and so on.

Persona is an idea used by lots of companies. Luxury brands often try to put their products in fantastic worlds filled with sex and adventure. Then, you buy that product because you like the sexy and adventurous persona. Compare this video from the Guerlain perfume house with the Chipotle’s video above.

Guerlain uses the video to set their perfume in a specific world and give their brand a specific persona. Chipotle does the same. They both give their brand a persona. In the case of Chipotle, they’re saying that the world is full of factory farms, but Chipotle is different. They use natural ingredients. They’re healthy and kind. Chipotle is a big business, but they want their brand to live in the world of local farmers and good food. It’s a wonderful world and persona for a food brand.

Got questions or comments? How about practicing some new vocabulary and posting your thoughts on the blog, Facebook, or Twitter?


Answers To Today’s Questions

B, B, C


You Can Do It All Yourself But You Dont Have To

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