---
title: "Take #16: Be Silly! Be Original"
url: https://stacklist.com/card/6b56ef86-0e51-483b-9580-e800fc099ed4
stack: https://stacklist.com/stack/49f0c8d0-cee7-47fb-97f4-6a9efc9b3e90
summary: "Jeremiah Wassom discusses how Taco Bell's non-serious product positioning enabled creative freedom and experimental marketing work. He emphasizes that smart brands understand consumers create their own stories around products, allowing for playful and authentic engagement."
tags: "taco-bell, advertising, brand-strategy, creativity, product-marketing, storytelling, consumer-engagement"
key_entities: "Jeremiah Wassom (person), Taco Bell (organization), brand storytelling (concept), product positioning (concept)"
classification: "video"
acp_version: "0.2"
token_counts_approximate: 142
visibility: public
agent_accessible: true
status: "final"
---

# Take #16: Be Silly! Be Original

[00:00] When I think about the work that I've done in the past, specifically Taco Bell, one of the truths that came to light is their product is not serious. I mean, they're a multi-billion dollar company, fans around the world, but the product itself is fun. It leans on certain food qualities, cheesy, melty, gooey. We were able to dive deep into more loose, more fun, more experimental work. We were allowed to be more silly. That is something that the bravest and smartest clients definitely understand is that people create their own stories with their product.