For Founders & CEOs · Health, Performance & Functional CPG

Your Best Product Isn't Losing Because It's Bad.
It's Losing Because It's Misread.

The market can't buy what it doesn't understand. If your best SKU isn't converting the way it deserves, the problem is almost never the formula — it's the signal. We rebuild it from the ground up.

The Problem

Good Products Lose to Inferior Ones Every Day.
Positioning Is Usually Why.

After 25+ years inside brands like Quest, Bang, and JYM — I've seen it repeatedly. The product with the better formula loses to an inferior competitor because the competitor's message is cleaner. If any of this sounds familiar, this is the engagement you need:

Your Amazon listing has good reviews but poor conversionShoppers are finding you, reading you — and leaving. The product is right. The way it's communicated isn't giving them permission to buy.
Your ads get clicks but not purchasesThe hook is working — people are interested. But something between the ad and the product page is breaking the logic of the sale.
Retail buyers can't describe what makes your product differentIf your buyer can't articulate your differentiation, the shelf set won't reflect it. You're getting placed — not positioned.
Your messaging sounds like everyone else in the category"High protein. Clean ingredients. Premium quality." Every brand says this. None of it gives a buyer a reason to choose you specifically.
You know who you want to sell to — but the product isn't speaking their languageThere's a gap between the customer you built this for and the customer the current messaging is attracting. Or not attracting.
The System

Four Deliverables That Rebuild How Your SKU Shows Up in the Market.

This isn't a brand refresh or a copywriting project. It's a structured rebuild of your commercial narrative — from who buys and why, to exactly what to say and where to say it.

01

ICP Refinement

A buyer profile built from review mining, competitive analysis, and channel behavior — not assumptions. The customer who actually converts, described in language your team can execute immediately.

Output
Single-page ICP brief with buyer language, trigger moments, and objection map.
02

Benefit Hierarchy Map

A structured stack of how your product's benefits should be communicated — functional at the base, emotional in the middle, identity at the top. The master reference every piece of messaging is built from.

Output
Benefit stack with channel application guidance for DTC, retail, and Amazon.
03

Competitive Reframe

A direct read of how your product currently sits against the competitive set — and the reframe that creates a defensible, ownable position. Answers the question every buyer is silently asking: why this over everything else.

Output
Positioning territory with "why this wins" narrative and competitive contrast language.
04

Messaging Recommendation Report

The synthesis. All three deliverables pulled into channel-ready messaging recommendations — headlines, claims hierarchy, benefit language, and channel-specific direction for DTC, Amazon, and retail.

Output
Full written report + 60-minute readout call with personal walkthrough of every recommendation.
The Framework

Why the Benefit Hierarchy Changes Everything.

Most brands communicate at only one level — usually functional. That's necessary but never sufficient. The brands that win communicate across all three levels simultaneously:

Identity

Who does this make me?

The highest-converting level. Buyers don't just want a product — they want to become a version of themselves. This is where category-defining brands live.

Emotional

How does this make me feel?

The bridge between features and identity. Confidence, control, belonging, pride. The emotional benefit is what gets remembered and repeated.

Functional

What does this do?

The entry point. Necessary for credibility — but alone, it's table stakes. Every competitor can make the same claims.

Vince Andrich
Commercial Operator
& Brand Strategist
25+
Years in CPG
$300M+
Revenue Led

I've built and rebuilt the commercial narratives of brands at Quest Nutrition, Bang Energy, and JYM Supplement Science — working directly next to the founders and CEOs responsible for the outcome. Not as an outside consultant. As the operator who owned the revenue number.

Positioning and messaging isn't theoretical for me. I've seen exactly where the signal breaks — and I know how to rebuild it in a way that converts across every channel your brand operates in.

You get that experience applied directly to your best SKU — with a clear answer, not a strategy deck full of options.

Quest NutritionBang EnergyJYM Supplement ScienceGNCEASMET-Rx
Right Fit

Who This Is — and Isn't — For.

This works best when there's an established SKU in market with a specific conversion or messaging problem to solve.

Right Fit
  • Health, performance, or functional CPG brand with an established hero SKU
  • Existing revenue and market presence — the product is in-market
  • Conversion, velocity, or messaging consistency problem to solve
  • Founder or CEO engaged in the process — not delegated to junior team
  • Ready to act on recommendations within 30 days
Not the Right Fit
  • Pre-revenue or pre-launch brands
  • Brands looking for copywriting execution, not strategic direction
  • Teams wanting validation of existing messaging, not honest diagnosis
  • Brands without a clear SKU to focus on (start with the SKU Audit first)
How It Works

Structured. Personal. Executable.

Free Discovery Call — 30 Minutes

We talk through your SKU, your channels, and the specific conversion or messaging problem you're solving. Scoping is based on channel complexity — DTC only vs. DTC + retail + Amazon.

Intake & Asset Review

You share your existing creative, product page, any consumer research, and competitive context. I review everything before starting — no guesswork, no assumptions.

The Build — My Work, Not Yours

I conduct the ICP analysis, benefit mapping, competitive audit, and messaging build. You run your business. No check-ins until the final deliverable is ready.

Readout & Recommendations

You receive the full written Messaging Recommendation Report followed by a 60-minute readout call. You leave with a prioritized set of messaging changes your team can execute immediately.

Give Your Best SKU the Narrative
It Actually Deserves.

Pricing is scoped to channel complexity. Book a free 30-minute call — we'll confirm fit and scope the engagement together. No commitment required.

Positioning & Messaging System
Book a Free Discovery Call

30 minutes. We review your SKU, your channels, and the specific problem you're solving. Pricing is based on channel complexity — DTC, retail, Amazon, or a combination.

Book Your Free Discovery Call
No pitch. No commitment. We confirm fit before anything moves forward.