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LGO
I'm always open to education but I don't think I'll be losing any sleep over what Boots did in the 1960's.
The points you are making are completely irrelevant to the topic we were talking about.
I see you just fell in love with yourself because you engineered a gotcha moment by changing the subject and now you want to run away.
I definitely learnt something new today and i'm much the wiser for it, appreciated.
anyway. Have a good night!
as long as they held the patent, 20 or 25 years I believe, they sold it as Nurofen across the world. Of course when the patent expired, others copied it.
so yes, they invented it and help the patent.
These days indeed, many blue chip companies look outside for innovations. not all ways, but it happens a lot.
But when they do they have strict conditions such as:
- it has to be relevant and unique
- strong patents
- and they will want exclusivity for the regions in which they are interested in.
So, I am afraid you will need to do a bit research on how CPG works. You couldn't be further of the mark if you tried to. That's fine, but I would suggest to re look at your views.Worst case you feel emboldened in your views, best case you will be even wiser. I know, that's hard to imagine.
Very easy to imagine for myself, I learn every day something new. Even on this BB :)
Ok.
So Boots invented Ibuprofen, produced Ibuprofen at their factory and branded it Nurofen.
Is it only branded as Nurofen worldwide and is it only Boots that produce it at their factory?
Boots invented the molecule ibuprofen and produced Nurofen at their factory.
Fair points but, if I just wanted to sell my product at this stage because I anticipate problems from regulators I wouldn't spend money on all that branding etc because my interest is not in building a worldwide brand in beauty right now.
Maybe I'll just save some money stick my product in a white label tin with a basic description of what it is that signals to big brands that I have a product that they can stick their name on and I hold the patents? They've already got all the resources, why would i go to all the expense?
Maybe I am just saving my money until I get past the regulation phase and leave all my options open once I get past it.
Ibuprofen is the product. Nurofen is the brand. I guarantee Boots didn't even make it initially. They've got the resources to advertise it , brand it and sell it though.
Who first held the patent for ibuprofen?
I'm not saying this is what's happening with CBX. I'm saying that story makes sense to me and explains everything I'm seeing. I like the fact that it is an easy option still and they don't look like they've ruled that out.
Do you think all big brands make all their own innovations? No they buy the process and make it their own
stock keeping unit
imagine you launch Nurofen: You wouldn't call it Ibuprofen by Boots (the then owner of Nurofen), would you? Why not, because later other brands can copy ibuprofen. That's why.
Certainly when you want to sell the brand layer. Brands
have a value in perpetuity but not if it looks like a private label.
How would I do it?
Cellular Goods is the company name. So you would keep that.
Come up with a proper brand name
Come up with a name for your "secret formula" something that is ideally unique and you give it a trade mark.
The secret formula will contain cannabinoids.
CPG does it all the time; should be easy for the CEO to crack
Cannabinoids by Cellular Goods
is an exact description of what I've been trying to convince you is the product which is
Cannabinoids by Cellular goods
It's advertising Cellular Goods version of Cannabinoids, it's perfect.
There's an argument about whether you like it or not but how else would you do it?
sku's?
it's the dumbest way to launch a brand because that word is not ownable. Therefore anyone else can whack that C word on the FOP
I am sure that this is exit strategy they hope for. But you got to have a story to tell first (aka sensible strategy), something ownable and unique (they sell generic ingredients) and have proven some level of commercial success (none so far, we patiently await a trading update).
They will struggle with convincing anyone to buy the company that way.
Mate, have you seen the front of pack of 3 sku's they sell? What do you think the first word is that consumer will see?
It's not a trick question:)
No I'm not a technician I just looked at the website before I invested and read it.
We don't need the dollars yet because no one in the beauty market is really gonna give a shhhhhh and hopefully they'll buy us the time and give us the dollars we need to move on.
I'm bloody knackered lmao
The brand is Cellular Goods
If you plan to educate people about cannabinoids whacking it in the centre of a product is a pretty good way of getting them talking about cannabinoids
You don't have the marketing dollars to communicate all these levels is my point. Have you ever been in CPG? You sound like a lab technician who has its first marketing lesson, lol.
You are splitting hairs here. The aforementioned C word is in whacking big letters on the front of pack. It heroes ingredients. If you can't see that, I don't know what to tell you.
Consumers will see it that way. I have never seen a brand put an ingredient in its name unless it's a private label. Private label does that because the benefit of the ingediend is understood. Brands don't put ingedikte front and center in a brand name because it is not ownable. hence PL gets away with it.
Level 1: Convince consumers about the benefits of the process which makes cannabinoids better
Level 2:This process makes the cannabinoids better than the process used by other people
Level 3:Our cannabinoids are consistent so can be used for more things
Level 4:We have a battle with regulations so will use beauty to turnover our product whilst we gain favour with regulators which gives us access to healthcare on the best footing
Level 5:We will use healthcare to access pharma
Of course it's a challenge but as long as the products you are selling are of high quality people will listen. We just need to get to that stage
Yeah, I started here because I was interested to figure out what the company was going to do. As it turns out it has produced one the most illogical and flawed strategies I have ever seen. It is quite surreal. And, I appreciate you are invested here, but that doesn't mean CBX's strategy makes sense. In fact, it doesn't.
IMHO many here bought om because DB did. I won't say what I think about that, but fair to say it's not a robust business rationale.
Time will tell. Let's see what the next trading update tells us.
LGO
CBD and CBG are cannabinoids.
Cannabinoids is not the name of an ingredient, it is the name of a group of ingredients.
Much like say sharks. Theres a great white sharks, nurse sharks etc
They're all sharks but there's different kinds.
Not the best example I agree but I hope it helps you move forward.
Just as matter of interest. How much are you paid for each post?
Well you have very nicely highlighted why this will fail spectacularly. Let's walk through this in simple
logical steps
Level 1: convince consumers about the benefits of CBG
Level 2: there is actually something even better "CBD"
Level 3 But hang on, my CBD is produced in a better way than your CBD
Level 4That very same CBD, (you know the better produced version of CBD, which in itself is better than CBG), which people use for loads of health benefits we are not selling it for that. No, our range is a beauty range. Why? Ahhhh, we don't know but we like it
Level5: Please remember our brand name. It's something with "Cannabinoid" in it. I know, it's a bit generic, but we like it.
Anyone sees why this is a bit of a challenge?
LGO,
You can tell the calibre of a person by the amount of time they spend on a board ( 130) posts to date. Just giving opinions with no vested interest. you must be getting paid very well for your time.
I take it that wasn't your buy then? enjoy your jog.
You can always recognise a man of staggering intellect by how he debates with people with a different opinion, lol!
Anyway, if you think a white paper is going to do it....than I can see why you bought in.
Yes, skin whitening is worth 8bn Google tells me. And what range from CBX taps into this market please?
There are only 3 ranges on the website: one is suspended, one has not arrived yet and the only one available "look
better" has both CBD and CBG.
Within that is only has 3 sky's: Cannabinoid Face Serum, Cannabinoid Face Oil and Calming Cannabinoid After Shaving Moisturiser.
Please note the word "Cannabinoid" in the brand name. Apart from the horrible white label brand naming, it heroes the ingredient.
The very same ingredient that some say have no relevance in beauty, the same ingredient that can tomorrow be launched by anyone who wants to (no it is not unique, anyone can launch it tomorrow should they want to).
It's essentially an ingredient lead strategy, with a terrible brand name (the ingredient is not unique or owned by CBX so why on earth make a brand name of it?!), for which there is no compelling evidence it does anything different for a moisturiser than any other product. Not that consumers see it as relevant.
Any sensible marketer will tell how hard and expensive it is to educate. You are kidding yourself that CBX can do this. They can't even come up with a proper brand name, and don't have the dollars to invest in a proper marketing campaign. Educating is even more expensive than a traditional marketing campaign as you have an additional message to establish. There is zero change CBX can pull this off. They need to get back to the drawing board and come up with a new strategy of they ever want to have a hope in hell to succeed.
All IMHO. I shall now "jog on" as they say :) :)