Leland Maschmeyer: Lessons from Chobani - How to revolutionise a brand in 4 years
In Episode #41, Ross is joined by Leland Maschmeyer, co-founder of COLLINS, ex-Chief Brand Officer of Chobani, and a Young Global Leader as elected by the World Economic Forum. Leland is a designer and business executive fascinated with incredible innovation and incredible scale. In 2008, he co-founded and led as co-chief creative officer COLLINS, the globally renowned brand firm specialized in creating incredible innovation at incredible scale. In 2016, he joined Chobani as its first chief creative officer — then became its chief brand officer — where he transformed incredible scale to do incredible innovation. Ross and Leland discuss the changes that took place at Chobani during his time there, the difference between building a brand in a company versus at an agency, and the role that brands should play in society.