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Communicating a meaningful product difference in a crowded category.
Road2Retail podcast
Interview with Brandon Pogue — Building a Differentiated Brand in a Crowded Category
Brandon Pogue, co-founder of TruLabs, discusses building a hydration brand in a crowded category. He explains the move toward hydration, the need for clear product differentiation, and the operational questions that come with a large retail order, outside investment and a growing sales team.
Guest
Brandon PoguecofounderTruLabs
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Watch on YouTubeAbout this episode
Brandon Pogue joins Road2Retail to describe how TruLabs developed into a hydration-focused business. He discusses the company’s approach to product formulation and consumer response, along with the challenge of communicating a meaningful difference in a competitive category. Clear, simple messaging is a recurring part of the discussion.
The interview also covers the opportunities and pressures created by a large first order from a major retailer. Brandon shares his experience of getting an emerging brand started, what TruLabs would look for in an investor, and how the company is thinking about its sales function as it grows. These are decisions he discusses from the perspective of building the business.
Topics covered
A large first retail order
The opportunities and concerns that accompany a major retailer’s order.
Finding an investor
What TruLabs would look for in a funding partner.
Building the sales function
How the company is thinking about selling as the business expands.
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