Pacesetters

Leland Maschmeyer, Chief Creative Officer, Chobani

Share this post:

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?

For more interviews with digital business leaders, subscribe to IBM THINK Leaders!

Are you in NYC? Join our Meetup group to attend in person!

Sr. Strategy Consultant, IBM iX || Producer, IBM thinkLeaders

More stories

Irene Pedruelo, Director & Editor of Insights & Research, DoSomething.org

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

Continue reading

Building Smarter Brand Experiences Panel @ THINK 2018

  Paul Papas, Global Leader, Digital Strategy & iX, talks to BRANDthropologie Media, Brain+Trust Insights, and UPS about building smarter brand experiences at THINK 2018. Speakers: Billee Howard, 
Founder + CEO of BRANDthropologie Media || President + CSO, Centiment Chris Penn, Former VP of Marketing at SHIFT Communications || Co-Founder and Chief Innovator, Brain+Trust Insights, Inc. […]

Continue reading

Thomas Marckx, Co-founder & Solutions Architect, TheLedger

Fireside chat at THINK 2018 with Thomas Marckx, Co-founder & Solutions Architect, TheLedger — moderated by Robert Schwartz, Global Leader of Agency Services, IBM iX. Subscribe to IBM thinkLeaders! Learn more about IBM iX

Continue reading