The product proof your competitors can't copy | Sarah Booth | Ancient + Brave

Any competitor can cite the same ingredient study you cite. Looking credible has gotten cheap, and the science page, the citations, and the claims that used to set a brand apart are now within reach of anyone with a product and a browser.What's left is the evidence you own about your own finished product, and that's what Sarah Booth has built Ancient + Brave around.Sarah is Chief Brand and Creative Officer at Ancient + Brave, the wellness brand that grew more than 1,400% in 2 years and holds the highest B Corp score of any UK supplement company.Before this, she led brand strategy at ASOS and ran brand and marketing at Ovo Energy. She started in zoology, which turns out to matter for how she runs a wellness brand.Sarah and Adam get into the difference between evidence about an ingredient, which everyone in your category can point to, and evidence about your product, which only you hold.In the episode:→ Why nobody outside your business will ever fund a study on your actual product→ The Nike test for whether the evidence you're citing is really yours→ How Ancient + Brave's clinical trial surfaced a benefit they weren't looking for→ What open customer feedback tells you that lab testing can't→ Why owned evidence gets more valuable as your category fills with new entrantsIf you've watched a newer brand launch with claims that sound just like yours, this one's about what you can build that they can't lift.Beyond the Brand is brought to you by Sampl—smarter product trials, measurable from request to review to sale.