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Brands in the wellness sector are preventive and additive by nature—they enhance one’s health and stave off future afflictions, without necessarily manifesting any visible effects. Many product ingredients have legitimate benefits (ginger, for example, is an anti-inflammatory, and collagen improves joint health), but it’s the repackaging of these ingredients that wellness brands sell. In contrast to a brand like Coca Cola, which owns its (secret) syrup formula, rooted in its brand identity and marketing, wellness brands can piggyback on as many ingredient benefits as they want, but no single company will ever have full ownership over ginger or turmeric.

That said, each wellness brand wants to stand out. With purported effects both individualized to each customer and near impossible to prove, self-legitimation becomes the nucleus of wellness brands’ marketing campaigns, which draw from a variety of resources to substantiate their health claims, including: scientists, medical professionals, nutritionists, celebrity endorsements, customer reviews (some of which have proved to be fabricated), and even FOMO. An advertising strategy that cultivates a coherent message, aligning with the brand's audience and purpose, will help wellness-oriented companies lay the foundation for longevity.

This section of Wild, Wild Wellness, is accompanied by the following sections:

Visit the Wellness Report homepage to explore how wellness-oriented brands can achieve a clean bill of health by employing transparency, as well as mission-guided growth and scale to build trust with consumers and survive in the long term.

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