Let’s get one thing out of the way. You are not going to out-spend Celsius, Ghost, or Nutrabolt on media. You are not going to out-shelf them at Target, GNC, or Walmart. You are not going to out-influencer them with a generic celebrity endorsement signed to a brand they don’t actually believe in. If that’s…
Read More
By Vince Andrich Most brand reviews I’ve sat in follow the same pattern. Someone pulls up a sales report. The team talks about the hero SKU for ten minutes. Someone raises a concern about a new launch. The legacy product nobody wants to kill gets defended by whoever championed it originally. The meeting ends without…
Read More
There’s a product in your lineup right now that looks fine on paper. It’s not a disaster. It moves. It doesn’t generate complaints. When someone asks how it’s doing, you say “okay” — and you move on to the next conversation. That SKU is probably your biggest margin problem. Not your worst performer. Not the…
Read More
Your best-selling product and your brand-leading product are not the same thing. The brands that figure that out early scale faster, hold margin better, and don’t lose distribution they spent two years building.
Read More
GLP-1 drugs are reshaping how Americans eat — and most protein brands are still responding with the wrong message. There is a brand positioning argument available to protein companies and protein-fortified food brands right now that most have not made. Not because the insight is complicated. Because they’re too focused on the drug. GLP-1 receptor…
Read More
The brands that actually compound don’t launch outward. They launch inward — going deeper into the hero SKU they already have. Here’s how C4 and Huel built category leadership by segmenting instead of launching sideways.
Read More
Here’s a scenario I see constantly in the sports nutrition category. A brand launches a pre-workout with a genuinely strong formula. Clinical doses. Real ingredients. The kind of stack that advanced lifters actually recognize and respect. The product gets good reviews. Repeat buyers are happy. But conversion on the product page is soft and nobody…
Read More