From challenger brand to No. 1

The Big Rethink 2014 US - The 360° CMO March 13th 2014 / New York, NY What does it take to challenge the dominant brand in your category? In addition to a great product, you need a marketing plan with the courage to challenge the status quo. In this session, a CMO and his agency partner discussed what it takes for a brand to spark growth and innovation within a category, how to reshape the category and become No. 1, and how to hold onto the challenger brand mentality to maintain its leadership and no. 1 position. Peter McGuinness Chief marketing and brand officer, Chobani David Droga Founder and creative chairman, Droga5