The commoditization problem
If your brand's claim is "high quality ingredients," you don't have a brand.
Supplement categories are crowded, claim-fatigued, and increasingly private-label. The brands that win aren't the ones with the best formula — they're the ones that own a specific idea in the customer's head before the competition does.
Think of every category leader: Liquid IV owns hydration convenience. Athletic Greens owns all-in-one nutrition. OLLY owns gummy wellness. Not because they made it first, but because they said it loudest and earliest.
Our Brand & Positioning work is about finding that claim for you — and building the creative, packaging, and site to defend it.
