How can you create a brand experience that is so unique that people talk about it to others?

19 Jul 2024 · 0 min

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Single-speaker excerpt (Bill Gallagher) describing a deliberate strategic decision at Chick-fil-A: the speaker and key leaders decided to stop using discounts/coupons and instead invest in brand-building and different marketing so customers willingly pay full price. The move is presented as a long-term journey rather than an overnight change.

And my myself and my key leaders decided we're never going to deal discount or coupon at Chick Fil A again. We're going to figure out how to build this business and build the brand where people are going to be perfectly satisfied with paying full price. Now, you can do that overnight. That's a journey. It was a decision. We're going to figure out how to market this business differently than everybody else in the industry.