Case Study: Taco Bell defines its brand purpose and fuels growth with Bulldog Drummond

Taco Bell activates brand purpose for 100,000 employees with Bulldog Drummond

Taco Bell came to the strategy firm Bulldog Drummond after a highly successful year, recognizing they lacked a clearly defined brand purpose to guide future growth.

Bulldog Drummond conducted an audit and leveraged an existing external tagline, "Live Más," to develop the "We Feed People’s Lives With Más" brand platform. They operationalized this purpose internally with the leadership and HR teams, connecting it to Taco Bell’s five-year strategy and innovation. The result was a clarified brand soul that contributed to the company continuing to outperform its sector.

Taco Bell