Taco Bell YouTube Comments: CMO’s Secret to Success

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When you’re a brand as big as Taco Bell, Montgomery said, ‍you can’t just limit yourself to social media feedback. You’ve also got to see how people experience the brand in real time.

“The third thing is – our category is so ingrained⁣ in culture – everything’s a focus group,” Montgomery said. “So when I take my little girls to dance practise, I’ll ask all the parents, ‘Hey, what did you think about that thing that we launched?’ If you’re really listening, all the insights you want are ‍right ⁣there.”

When ⁢a brand thinks it’s doing all those things but its leadership isn’t doing them authentically, missteps ⁢are bound to happen – that’s the difference between listening adn hearing, Montgomery said.

“You can ‍listen to what consumers are saying, but if you’re really internalizing ⁤and hearing deeply what consumers are asking for, what thay really love and appreciate about your brand, and you stay⁢ really true to that, most times, you’re gonna get it right,” he said.

Judging by the dance floor, where fans decked out in butterfly clips and puka shells partied like ‍it was 2002 to celebrate ‍the Crunchwrap’s birthday Montgomery – and Taco Bell – are⁢ getting it right.