"Part of what made Brian Niccol so successful as Taco Bell’s CMO—chief marketing and innovation officer, to be exact—was creating anticipation and excitement. He mastered the art of communicating that news (products, marketing, packaging, a social media campaign) was always about to break at the Yum! Brands-owned franchise, and that it would be relevant to Taco Bell’s youthful customers.

Now Niccol is attempting to build that same sense of expectation at Chipotle, where he’s been CEO of the struggling brand since March 5th (with inducement awards to sweeten the deal). The hope is that lightning will strike twice and he’ll be able to create excitement and brand refreshing developments."

Read the full article by Dale Buss here.