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.