Why the Greek Yogurt Craze Should be a Wake-Up Call to Big Food
Harvard Business Review
MARCH 14, 2014
Consumers are more tightly connected now and are more likely to follow word-of-mouth (or word-of-keystroke) advice than in the past. Big Food has a proven formula for its products that involves controlling the message and the channel. Put the product ahead of the brand. Kale, quinoa, or chia anyone?
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