Why “Human-Grade”? Investigating a Pet Food Claim

Among the industries we serve, the pet products segment ranks as one of the most dynamic: new products and companies rise and fall on a regular basis, and consumers show themselves willing to at least trial new products frequently. In this ever-changing marketplace, however, pet food and products steadily mirror […]

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The Challenges and Opportunities of a B2E (Business-to-Everyone) Era

“B2B or B2C?” Often among the first things agencies ask their prospective partners is this question of initialisms, delineating whether the company aims to reach an industry or a consumer audience. Conventionally, B2B and B2C marketing share little in terms of technique, channel, or sensibility. A categorical difference in audience […]

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What Consumers Want in a Supplement Brand

If you’re here, there’s a good chance you were at SupplySide West 2019 and you attended Tracy’s talk, “What Consumers Want in a Supplement Brand.” Firstly, thank you for attending! We hope it was a good use of your time in Vegas, where you otherwise could have been making a […]

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