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.
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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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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…
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