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330: Next Level Brand Promises with Tim Hackbardt, CMO of Del Taco

Tim Hackbardt, CMO at Del Taco

Tim Hackbardt’s professional journey has included ventures into consulting, advertising, and even broadcasting, but his path repeatedly brought him back to Del Taco, where he is now CMO. Del Taco is one of many restaurant chains Tim’s worked at, but he says it’s his favorite because the business model offers countless opportunities to increase sales.

In this episode, Alan and Tim discuss how he’s working to take a new brand promise and make it the essence of the company’s culture. Listen in to learn how to foster “brand love”, an idea all the most successful organizations can boast.

In this episode, you’ll learn:

  • How to apply brand promises internally as well as externally
  • Sometimes you have to push past a failure and wait until the time is right to try a bold idea again
  • Find opportunities to break out of day-to-day demands and take time to build emotional connections with your customers

Key Highlights

  • [02:21] Becoming an accidental marketing genius
  • [11:04] The importance of brand versatility
  • [14:11] The evolution of the QSR marketplace
  • [16:47] How the CMO role is defined at Del Taco
  • [18:52] Applying brand promises internally and externally
  • [24:09] Pushing past prior failures
  • [29:27] The experience that defines Tim
  • [32:50] Advice Tim would give his younger self
  • [34:47] What marketers should be learning more about
  • [36:14] Brands and companies to take notice of
  • [38:53] The biggest opportunity or threat for marketers today

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