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?
As part of our Dreamforce 2017 thought leadership series, Amanda Thurston, Marketing Services Leader at IBM iX, sits with Maria O’Hollearn, Program Director of the Hispanic Foundation of Silicon Valley, to discuss diversity, early education, and the importance of support communities. Theme music by Andrew Atkin & Michael Simonelli, of Full Stop Art