The most dramatic rebrand in the CPG category was the rebranding of Chobani. Chobani is a terrific example of a challenger brand that clearly differentiated itself from the leaders, built trust with the consumer and in turn took over the category. Honestly, it took a lot of guts for the Chobani team to evaluate themselves and say, “you know, we are the number one yogurt company in the world, but we aren’t good enough.” Our brand doesn’t reflect our true voice.
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