Ingredient branding, or, finding your Nemo

Ever since the massive success of the Intel Inside initiative, the power and potential of ingredient branding has been well understood.

It can be a tantalizing proposition for those looking for new ways to differentiate.

But ingredient branding is full of hidden dangers and often doesn’t deliver the expected results. To understand some of these dangers, let’s take a look at the animal kingdom and see what we can learn there. Nemo, the clown fish star of his own movie, represents the best case for ingredient branding, living as he does in symbiotic harmony in an anemone for the mutual benefit of both.


Great article about ingredient branding

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