Chipotle, (pronounced as chi-POAT-lay) a name, which does not need an introduction for sure. Still, let me tell you it is believed to be one of the hottest properties in the restaurant industry. Chipotle Mexican Grill is widely known for its large burritos and chunky tacos made up from fresh, organic ingredients.

The strategy behind the growth of the brand is quiet strange. “Advertising is not believable”, declares M. Steven Ells, founder and chief executive of Chipotle. Although Chipotle has been promoting itself against all the traditional branding policies but it still ranks as the country’s most successful fast food chain in recent years.

Other exclusive feature of Chipotle’s advertisement strategy is displaying its signature item, a Burrito enclosed in foil. “You can never make the perfect burrito for someone,” explains William Espey, the company’s creative-services manager, “If you keep it wrapped, it’s their perfect burrito.” Chipotle does not displays its key product and neither franchise or advertise on television as well.

Does this strange marketing approach of Chipotle prove that a brand can be created without advertisement? I am sure, this different concept of branding will make you say something, so do not hesitate and come up with your perception.

What is a brand? Too often, even the marketing professionals fail to give an exact definition for this while many follow a self-created description, which has made the picture very confusing. I would describe a brand as a valued promise that an organization makes to its external and internal audiences.

While hunting for an exact explanation for a brand, I stumbled on this great slide show, which effectively explicates the relevance and power of branding. Have a look, you’ll certainly agree to it.

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Your views on this slide share are more than welcome.

Undoubtedly, brands are an important influence in our daily lives having a profound impact on our approach to see the world. I bring you a blog, which is like a barometer telling you how brands can gain you unique corporate identity and earn substantial status. Our philosophy on brands and branding will make you understand how effective branding delivers measurable business results.

My posts on this blog will include brand analytics, brand valuation, strategies to achieve corporate identity, integrated brand communications and digital branding tools. We aim to lend you a hand to achieve greater success by creating and managing brand value. We will be exposing branding stratagem of some world famous brands and provide you with some useful tips for branding. This will certainly prove how strong brands bestow value far beyond the real performance of the products and services themselves to win consumer loyalty.

In the next few posts, I’m going to play around with the idea of delivering the significance of brands and branding. Therefore, I invite you all to share your thoughts and learning of how to identify, build and express the right idea of branding.