Frozen yogurt is a popular summertime treat and personal favorite of mine; it is also a category that has experienced tremendous growth with new brands branching out in all directions. Like a tree that branches out as it grows, categories grow and diverge over time. What was once one category ends up diverging into multiple categories. And many times the original leader fails to keep up. Here is my recap of the Fro-Yo wars.
By Laura RiesIn Best of 2012, Case Studies, Laura's BlogTags brand identity, branding, focus, fro-yo wars, frozen yogurt, laura ries, logo design, marketing strategy, menchie's, orange leaf, pinkberry, positioning, rebranding, red mango, ries pieces, sweet frog, tart, tcby, visual hammer, visual hammers, yoforia, yogurt mountain, yogurtini, yogurtland