Connecting with Communities Through the Power of Food

Student Price: 
$11.00 (€9.83)
Area of Study: 
North America
Brand Management, Building Strong Brands, Community Engagement, Corporate Brand Strategy, Corporate Social Responsibility, Customer Service, Restaurant and Hospitality Industry, Blue Ocean, Ansoff, Integrated Marketing Communication, Creative Concept, Messaging
Distributed by the Global Jesuit Case Series
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Doneff explains that any ThinkFoodGroup brand building campaign has an imperative to create a personal emotional connection that relates to
community engagement. Doneff’s goal in building the Beefsteak brand is to resonate with customers on the level of personal identification such that they feel part of a “tribe.” How does a company develop a fast-casual brand like Beefsteak that people want to identify with and espouse, allowing it to become embedded in the community?

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