NBJ: What are the pitfalls of crossing a brand into new channels?
RC: The temptation of reaching a vast new group of customers can definitely come with a price—take it from someone who knows! When we purchased Twinlab in December 2003, there was a perception that Twinlab had abandoned its loyal natural retail customers, the same retailers who helped make Twinlab a success in the first place.
Crossing into new channels with the same brand can be done, but you
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