Resolution: Evaluate my product positioning

August 8, 2018By Behind the Shelf Blog, Brand Marketing, Resolutions

By Megan Moyer, senior marketing communications specialist, for the Resolutions blog series When was the last time you considered your product’s positioning? If sales are going well and your market share is growing, you probably haven’t felt the need to scrutinize how your brand is positioned against competitors, however, that’s exactly when you should make the time … Read More

Aim, Ready, Fire: Three steps to meaningful research

July 31, 2018By Brand Marketing, Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, May/June 2018 To advance virtually any business initiative, effective market research is critical. Too often this step is overlooked or shoddily conducted, resulting in less than ideal outcomes. Time spent adequately preparing can increase the likelihood of success and eliminate significant angst and … Read More

Resolution: Study my brand competition

July 27, 2018By Behind the Shelf Blog, Brand Marketing, Resolutions

  by Jen Johnston, CHHC, senior marketing services account manager, for the Resolutions blog series  When was the last time you took a good, thorough look at competitors to your health, beauty, or wellness (HBW) brand? Perhaps you did a SWOT analysis when you first launched, however new competitors come into the market every year. Furthermore, old competitors … Read More

Keeping the end in mind

June 21, 2018By Brand Marketing, Views

  By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, November/December 2017 It was Lewis Carroll in the Alice in Wonderland Through the Looking Glass book that said, “If you don’t know where you’re going, any road will get you there.” I personally like Yogi Berra’s twist on the phrase, “If you … Read More

Resolution: Look at my brand as if for the first time

April 16, 2018By Behind the Shelf Blog, Brand Marketing, Resolutions

by Dave Wendland, vice president, strategic relations, for the Resolutions blog series Before joining HRG I was running a small marketing consultancy in San Diego focused on software start-ups and their go-to-market strategies. Not surprisingly, the founders of many of these companies were very proud of their accomplishment and felt strongly that others would simply see it through similar … Read More

Gluten-free personal care product? Do tell.

April 5, 2018By Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager  Is your non-ingestible personal care product free from gluten and cross contamination? Then please, do tell! According to cureceliacdisease.org, celiac disease affects about 3 million Americans. That’s roughly equal to the number of people living in the state of Nevada. Do people with celiac disease eat shampoo, … Read More