TKE: Creativity and risk in brand building, with John Schoolcraft, Oatly
Beautiful Misfits
00:00
Oatley - A Challenger Brand
The brand voice went from what was typical marketing speak to informal, witty, controversial. At the core of this challenger brand, there'r three values, nutritional health, sustainability and transparency. But how? How in a world so packed with products did john create the kind of global impact that oatley has achieved? And now it's got so huge, how does oatley protect itself? Accusations of selling out? A big question. Can big really be kind?
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