Why brands are seeking a lifestyle status, trying strategy of using emotion

Earlier this summer, Chipotle’s new chief marketing officer outlined a lofty vision for the burrito-and-taco chain and the feelings it could one day evoke in consumers. “Our ultimate marketing mission is to make Chipotle not just a food brand but a purpose-driven lifestyle brand,” the executive, Christopher Brandt, said on an earnings call.

By that, he added, he meant that “Chipotle will become a brand that people want to know about, want to be a part of and want to wear as a badge.” The same month,.

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