Nutrition Business Journal
Moving Past Oz

Moving Past Oz

Does the supplement industry need a new champion? And who would it be?

A solid endorsement from a respected spokesperson works magic in the marketplace, providing a direct line to consumer trust that no amount of marketing copy can deliver. That’s why brands spend billions to hitch themselves to celebrities and athletes. Of course, that connection backfires when scandal hits; look at how quickly companies canceled their endorsement deals with Tiger Woods and Lance Armstrong when their images disintegrated.


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