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Food Vision USA: How do you maintain a challenger brand mentality as a mainstream player?

2015-10-01 03:54:10| Grocery - Topix.net

Can you still be cool when you are chalking up annual revenues of more than a billion? Absolutely, says Chobani chief marketing and brand officer Peter McGuinness... 'Challenger' brands - anarchic, agile brands which disrupt established categories - are Davids outmaneuvering industry Goliaths. And Chobani is probably the perfect example, going from zero to a billion dollars in less than a decade.

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