Stop Focusing on Trying to Go Viral and Instead Take a Stand

Consumers want to connect with a brand

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

Taco Bell gets it. Only in the zany and slightly questionable world of Taco Bell where the fourth meal exists would the Wild Naked Chicken Chalupa be considered a viable food choice. But in the world of branding and marketing, Taco Bell is the gold standard. It has done what many other brands know but are unable to execute on. They have figured out how to find and speak to their tribe, the customers who become loyal and passionate brand advocates.

Identifying the right audience has always been a core part of the advertising and marketing puzzle, but as with every industry, digital media has changed the rules of the game.

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