Real Time Cases
September 01, 2017
Case Focus Building layers on top of a new brand from a strong restaurant group to connect emotionally with people on the level of personal identification and community. Case Introduction Michael explains that any TFG brand building campaign has an imperative to create a personal emotional connection that relates to community engagement. Michael’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?