Leland Maschmeyer, Chief Creative Officer at Chobani, talks to IBM’s Robert Schwartz about creatively building a brand in the highly commodified food industry.
Introduction 0:00 Leland’s role at Chobani: Defining the role of a modern food company 3:53 Key components of rethinking a food company 7:08 Creativity in product development 9:21 The corporate character of Chobani: “the shepherd’s gift” and a mission-driven brand 14:01 Chief Creative Officers as a growing business trend for top-line growth 17:33 Building a shared framework (through agile development) to turn everyone in an organization into creative participants 24:23 Focusing on the consumer journey to stand out in a commodified market 28:12 Replacing the “make brands more human” paradigm with a phenomenological approach
Lightning Round 36:27 Favorite social platform: Instagram 36:48 What was it like to be on a list with Karlie Kloss? 37:30 Brand you most respect and why: Patagonia 37:57 Creative idea you wish you’d had: Kickstarter 56:24 When you think of IBM, what do you think of?
Audience questions 38:43 In an age of social sharing, where is the balance between authentic living and promoting yourself? 42:22 How do you support people during change, and how do you create a risk-welcoming culture? 46:43 How do you build a customer relationship across wholesale distribution? 49:32 In ten years, how do you see Chobani being different, culturally and structurally? 52:34 How do you balance creativity and intuition with data analytics?
IBM iX thinkLeaders presents a fireside chat with Irene Pedruelo, Director & Editor of Insights & Research, DoSomething.org and Robert Schwartz, Global Leader of Agency Services, IBM iX. Subscribe to IBM thinkLeaders! Learn more about IBM iX
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