Commentary

Experience Is Marketing: Golden Chick's Beak to Feathers Branding

At last week’s Brand Insider Summit – QSR, Golden Chick CMO Howard Terry showed us how the company has taken this principle to heart. It means that marketing has to play a role in every aspect of a company’s efforts – not only product development and messaging but even operations, construction and staff training. Easier said than done. Howard shares what he has learned about making omelets without breaking too many eggs. One important lesson: everyone wants to be a brand ambassador in one way or another. Instead of imposing marketing on all of these other department, try recruiting them into yours.   

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