marketing
Your Supplement Rebrand is Not a Logo—It’s Change Management
Most supplement company CEOs don’t wake up thinking “we need a rebrand.” They wake up thinking “why aren’t we growing the way we should be?” The rebrand comes later, often as a proxy for something harder to name: stalled momentum, internal misalignment, or a sense that the organization has outgrown how it currently operates or ...
Nammex Renews Call for Functional Fungi Label Accuracy and Transparency in Response to ‘Misinformation Campaign’
In what it calls a “misleading marketing campaign,” Nammex (Gibsons, BC, Canada) said it feels compelled to renew a call for accuracy and transparency in labeling and marketing fungi products. “As happens more often than it should, those of us who have long been advocates for transparency in fungi product labeling and marketing are compelled ...
The Plant-based Revolution
How Nutraceuticals Are Embracing the Shift to Natural Ingredients. Plant-based nutrition did not arrive as a disruption; it unfolded as a quiet revolution. There was no single breakthrough or headline moment, it advanced through small, deliberate steps: the rise of clean labels, the steady embrace of natural origins and the slow recalibration of consumer values. ...
Overcoming Confirmation Bias in Dietary Supplement Marketing
Supplement brands know they can’t utilize anecdotal health benefits without substantiating their claims. However, reliance on anecdotal data about how consumers view supplements is still prevalent. Often, we hear colleagues in the dietary supplement industry share their personal experiences as though they’re universal. We’ve also seen senior leadership make decisions made based on subjective experience, ...
Modern Marketing Mistakes
Much of the marketing communications that I see these days leaves a lot to be desired. Examples of gratuitous pandering and blatant virtue signaling abound. Obsequious social and environmental preaching are at the forefront instead of clear, consistent, cohesive messaging. It has probably never been more difficult to teach best practices in marketing to business ...
Marketing Teams Need Humanity-first Leadership—Right Now
When the country shut down in March 2020 due to COVID-19, communications and marketing teams everywhere kicked into overdrive. “Overcommunicate” became the mantra, and many teams found themselves working 10- to 12-hour days to enable sales teams, get marketing campaigns out the door, and keep companies’ customers, employees and other key stakeholders informed during a ...
The COVID-19 Effect on Social Media Marketing
COVID-19 has not only affected the daily routine of people and the economy of the world’s most powerful nations, but it has also had a tremendous impact on social media. Marketers have had to go to great lengths to find the right ways to do their jobs. There have been numerous changes and obstacles. And ...
CHPA Responds to AMA Policy Calling For Increased Regulation of Dietary Supplements
At the Special Meeting of the American Medical Association (AMA) House of Delegates, physicians adopted new policy, which expands upon the AMA’s existing policy to call for more stringent federal regulation of dietary supplements—including increased oversight of manufacturing, marketing, product labeling and adverse event reporting. Under the new policy, the AMA strongly urges Congress to ...
The Joy of Strategic Marketing
Marketing strategy is not for the thin-skinned. Its primary purpose is to drive revenue by delivering value through developing need-driven consumer goods and services; and the organization as a whole is always counting on marketers to reach their revenue forecasts. But doing this isn’t as easy as it sounds since there is some amount of ...
Can Content Marketing Really Grow Sales?
Way back in 2001, well before the practice of providing content to potential customers had a name, I was fortunate enough to work for a company whose marketing program still stands as one of the finest examples of growing sales with content. What type of cutting edge company arrived so early to the content party? ...
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