Chobani: Cultivating a brand, one online community at a time

Emily Schildt

This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising.

Chobani: Cultivating a brand, one online community at a time

Emily SchildtChobani, Inc.

What few companies are willing to admit is their greatest opportunity: the consumer defines your brand. With the saturation of social media today, the best planning and strategy in the world can't account for the amplification of popular opinion. Smart companies leverage this with heavy emphasis on listening, adhering to consumer interests, behaviors and demands, and allowing insights to drive innovation, communication and marketing.

Without any traditional advertising, Chobani Greek Yogurt rose at rapid speed to the top of its category. From the beginning, we...

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