Marketing’s true colors: Brands and organizations can bolster their identity with a distinctive color palette

Chuck Kapelke

Looks at how marketers should think about color in the digital age, its role in social media and how to make it part of the design, marketing and strategy process.

When the marketing team at Chobani decided to overhaul its Greek yogurt brand in 2017, they reconsidered everything from product packaging to tone of voice.

"Chobani was being imitated heavily in the marketplace, and competition had exploded," says Leland Maschmeyer, chief creative officer at Chobani. "We needed to reimagine the brand to create that differentiation and establish the credibility for us to move into new categories.

As part of the update, the company developed a new color palette it hoped would differentiate Chobani's products and reinforce its brand platform, "Good Food Has Great Power." The company shied away from...

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