Shake Shack’s marketing head Edwin Bragg explains how the burger chain keeps its fans engaged

“Authenticity” is one of the marketing industry’s buzzwords du jour, but it’s not always easy for brands – particularly big ones – to stay true to their roots and engage with fans in meaningful ways.
Yet despite going public two years ago and expanding internationally, Shake Shack still prides itself on maintaining a local, personalized feel at all of its restaurants, something that has helped the brand achieve success over the past 12 years.
While Shake Shack