Brands that are challengers in their industries can’t expect to grow by playing by the established rules. They must be category disrupters that are willing to be bold, innovative and provocative. These three CMOs have been leaders of brands willing to do those things. Whether it was Chobani pioneering the Greek yogurt category, JetBlue redefining the air travel experience for the masses or Capital One breaking out of the sea of sameness in the credit card business, these companies and their leaders have been remarkable examples of courage.
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