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…
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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…
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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.
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