Bringing a Brand Essence to Life

Christy Hogan Hutchinson

Photo by stevendepoloI happened upon the Chipotle Cultivate festival in Lincoln Park this past weekend at the recommendation of my neighbor. I have to say I was impressed. I mean with live music, local craft beer, good eats, kids activities and celebrity chef demonstrations – what’s not to love?!?

But what really struck me was Chipotle’s connection to the festival. Not to say that I was surprised with how the event was executed or that smart marketing minds thought out all of the minute details. What struck me was how clearly Chipotle was able to communicate its brand essence throughout the event which, to be honest, I couldn’t have articulated prior to attending the festival. Hearing local farmers talk about sustainability and chefs like Tony Mantuano, Carla Hall and Graham Elliot engaging with the crowd, it really communicated the core of the brand. The festival also clearly showcased the brand’s personality through the band selection.

Nice job Chipotle of making your brand position come to life. I’m already looking forward to attending again next year.


Magnani is an experience design and strategy firm that crafts transformational digital experiences to delight users and deliver sustainable competitive market advantages for our clients.


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