Today while enjoying my Chobani greek yogurt I started thinking about the reason I chose this brand over all of it's competitors. Then i did some research. I found out that Chobani is No. 1 in sales in the booming Greek Yogurt segment of the yogurt market. Part of Chobani's success comes from encouraging consumers to share their own stories through social media. They have developed their brand personality by attempting to connect with consumers on a personal level. In charge of their campaign efforts is a creative agency called Gotham. I immediately identified with the agency's culture. Gotham identifies it's culture as a group of doers who welcome optimism.
"We welcome optimism. We welcome the impossible idea, because we understand that the notion of making the impossible possible not only drives inspiration within, but opens one’s mind to the unexpected. Optimism allows one to look at a completely different and alternative side to an issue; to overcome seemingly insurmountable obstacles and barriers. When it comes to our clients’ businesses, we believe we can accomplish anything."
This is an agency that understands the 8 secrets of success and is actively pursuing each and every one. So back to my original point, I'm not really sure why I picked Chobani. But maybe it's because i was subconsciously aware of the effort Gotham has made to present Chobani as a brand that consumers can personally connect with. Or maybe it's just because I liked the packaging. Either way, my decision lead me to two exciting discoveries:
1.) The existence of Gotham, the creative agency responsible for putting Chobani on top.
and
2.) A new way to think about ad agency culture and the driving force behind successful work.
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