Executive Briefing
How to make your brand feel alive when you only have one product
Lessons in world-building from the founders of Vintner’s Daughter and Athletic Greens.
By Dan Frommer on Saturday, February 12, 2022 at 8:00 am
One of the more impressive stats in recent memory: That Athletic Greens, the direct-to-consumer nutritional supplement brand, was able to build its business to a $150 million annual revenue run rate before raising its first outside investment.
Even better: It was able to do this with — essentially — a single product, its AG1 supplement powder, which includes “75 vitamins, minerals, and whole-food sourced nutrients,” including spirulina and wheatgrass, and drives the vast majority of the company’s business.
Last year, I wrote about how consumer startups can build a sense of momentum by regularly launching new products and collaborations and building a world around them, using the tinned fish brand Fishwife and spice company Diaspora Co. as key examples.
That’s nice, I heard from a few of you, but what about companies that intentionally have few products — or maybe only one? How can they make their brands feel alive without unnecessarily complicating things, or launching new stuff just for the sake of launching new stuff?
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