#40 Ingredient Branding Strategy and Practice

This marketing approach, which evolved from the 1980s, uses push and pull techniques to target both B2B and B2C markets. While it offers benefits like price premiums and market power, it also poses risks such as dependency on OEM quality. This episode distinguish ingredient branding from co-branding and highlight the importance of material relevance, consumer visibility, and strategic labelling for success. It also dives into the concept of inverse ingredient branding where the OEM promotes the component.