--- title: How We Created A Master Brand Story For Sanitarium description: Sanitarium, less known than individual product brands, used predatory marketing to share its brand values. Discover how they made an impact. image: https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations.jpg --- [Skip to content](https://blog.hellostepchange.com/blog/master-brand-story-sanitarium#main) [![Step Change](data:image/webp;base64,UklGRmQcAABXRUJQVlA4TFgcAAAv/0ELEBWD4rZtI2n/sdO7dd8RMQF8tPFutR1LlWGzWEltk9g2SW0/k11kra+zy+nepUMUYgvI8dil/1d9JxLXM2/nAvrtvHKfuRiuY25hbqLvY176Bbhlf6v//7V/a+29T/L6C3WmDasKXaQgTNuZpPFVuKwiFULVnI1bpUkFp5iNQ7viENySVOESnIXbbyStGxnD2rGWwxhSqwWpmtUS2k1s266yfg4gIHcI+Sa+BXQ8F3SZ6gqg/iUtaigf20iSnPTnH8ol8Zhag4WtgoCXAAAAwTQ1PNu2bdu2bdu2bdu2bfvOtm2Hkq3UzSGFvgfBGKMmH0DH1rZFtlLXHXeO4dLntlXVra5T7m7teOY6AVYPBI10BKQwEc/cHWrRVX3oO4MPh9x9AiwqQjJSd2cO7gMgclJ3iN0tYpEXoYYeXsuuJFvbDon5Yzsz7yMn42zAzii7yDm1g1ijRhl/2a6/9Le7Y9u2k5Jo23baRref3j/r8IwZJJlJ0rvPzjDzjCxIkk3bumfvfe6zbdu2bdu2bdvGv23btv1l+729ZqYYuG2kKMt8jL17AE0BAAACkCQAAjKgBLxBPhgvOCz4AN+q4A3sghGQBVyBNMA1PKIsgAHIAHEgUZPcuDcgpidjgRCQrO7hO4EwgCY9ARaQcvQJsO4AUDxJxsjaxHeeJIAHTEAdeIA0UA8mC5bAFthYbSaoAvHAEcgBygKoUnitAtguu7EUqMsAl3cqBAsQxVDuQO9e2KmAroDm5JMBNaAH2PR0F0Cw8cll+cHGAM/JwQSoAG3Zr+8AHFpECH0ERO8EtiAWVIBRsFywXbC3YsHEMSAd+ABdwAMwPcnY0UEAHBCrI+VAwAxa9DwUiIIUsApe1SbgYUlBIGD0TFEKDEGltlqTtFrgtRwQnefCglMFX1pRshZcA8Jh2YC2gk91k1FwdhxoAP4bLCJTVwtGlNKtXy7o3MVaXPAO1kENsAQkRogttYpgoBzIoGC+c6kLiavkcuR6BSF0LXvih8C95qHvqwEY980TtEg5y7rdD5gcqji4lYoIchhd9iaABtRA3nEFT2oTcLPqt4HGXfaAkoknj9aR8gsMFxN/fAX4bcS+79tsutT2fRgGAAwCxcjoBQrKdDTUJKP6ZcYB4EjbUFFaBefP0Eduqn1wEjVlNigGIh1TquEb0RNg3Aem+1IQ+xByDoYDOpCnQT8wBAj00cKsciB7BTPRDcDR51LkxnVOBb5t1qmgwJSxFjQo6O3o6yQmpntAyUuay/EMw3ia1STrtVt+A4CZko0fgOc6Uj7P8DACK3CgOfetvZrmts9ZwdgZg63M9nUq4GkocFxH5S+4NACarirnHNp+6PuSL9JX3lLi0SB8u2EM++Dgf99q1m8VOO/K6F0VmHMEcAapMoAgdhVsyANpdTUAS1+BPgvSa4Efo51rNWRDRhVky/jIBJSXGJ+FbI9n6IeRKZh9yDPaGK8j5QU7ZOTcBzW3wb3+BB0Fwcn7yYNq3kUbEqhdj7EakR2wAyea2wqhadus4D9QYEpNUskKphalWcELEGSsS6VIwF4wNHwnV8sKaNuBnW+AxBlXqLiXhtAORazeoVVQ9xX6yYgqlUbnfa3aFgko/tl5D5KDqN/+CtPIInHjweclDFMLGnRFgERfD5Fjd44Pw145oC8BFcb6SfwQ2Be7Q8KHci3PvYJm8IO+9PZ4K0qwHKVkGVfgzmgjt27S60sOZOnQ2Is7W69L12Sq8vjiS2o8q56gw69nHGHcMkydaOpBWwUZjLUQ+dyD7s8s5cj5ZkaZOlIONrnwCTlmmsHFcQVDoBt0PAimLn/UKImQ8O8z1f+zt9anrp3LVE2FIBUG/HqF3v0BjEfLQbFV4GxvpLVg5RmmEUTidwwrm3rQrB8Rt+UywC8FoCuRJ71P+2wNp7HTB4f83MdYswK7fE17KWRvARFb3WU6Pg2QfwQUF1xpyIJLpzCSnoDvkQI9oC8IMPifz28mNrhAZ39RjgQmG9PLBAULR0zf30mmf2+hTQVdfOMpbzbklNVe+8y8YYDkHcD5cWTOwVa/WsEDW956XbKAvikqWIupiaAFe3Ph/3gO0sBHGkQAkAbBpic+Zj927v8f3RD5RvDP2l71QfQh2/rWQJbRhaDrF6g+6ZbyJ4HKXbsISc36LECmJ31KyZOe14PMkAXPV3Q6ofZc+M1ybWn1HS6OybR6DH2FPoNMq2+VMzftX8BfMTbg7mTHLfLYpzVYOxja3nEF+HP5sqfMVtnSKIKi5qhkhRQNTD1oq6ApIj3zJYAbl3wqhZd8eraY/PlLlQ3Ovsn9bhd4AvSHBXeF+IHHKx4uGPrhbWct64eOBLnMlz9H70CvK7Gjo0wXs/0Z+i56022fuuh5xKMqbO8xApGiKB1//C2Jy9hFWZKdd7CLjuLtgABOCGVLns+BNYtP0S2pzx1i6dWHrGsc+p4Zd31lYv6cqYAXWIPqlzRbaqUeydgQztZSJmDG6I59ewQ2OoU4LwHAEs/e5Ol5yFE9T2T9kk90WP8DzdddIvEz2lsOLQEsgrBvPP4VTzLO+c6Ti++wBLRXkMrkQKsgmAVQ0VFuKZcqa/iaNaoJgAnspWp1g1uzsmiexOrVFWiuT9lOyf0EgbxmgVmuZ36gUHv5oQUr0wGCVEzPLYDrMm1l3jeHvhlcrY2zBqaeF5MKH5NKn/rsiZAse1sy9j+QYX0P9Fzvw/PKko90XM+TmAFaAB7stwZJuiDyEbW0K2H9T5a6zN5sOF+5AhxoK3fiHmByUZu7q1kahD7IInu0vC+AWrXkV9aXACr9ZAo9F75LCk/Bzhy32nFstjT9TwP3CfphmzWUZLShzx0sp73VjRibwdk6mMrMufab4+aAzz+f81oIsH+X7b8HLfTmTc9l7+iV/gcq/ff1fs+Tq8fizzU+v+T2Fc/nwK5Iqy++QO9jTD6JRYyAfhyUWlx7jbFWwLDEbJeK1XFdHTfP/0IA/EyTK/RcXVthluIZs3wOjol5n70CY+ftw/YnahB92y/SN4KzdTGVCEbP8dkLQoDFO2/7OdQ2romLvLgd6H3M34s/v3ShV++OLn8r1k0h3Xm5DEDvQiSIFOPZ6qVz2EVrwaPnutq3JRnVmZ6+TkCfkIus/8KJZK8NT2qQjtTdZMwxEmvPZXJI/gpZSn7Wl/blmHcoWSIo0FZyrgcsTI1QyWaLcSabpwphg/dXhQCDtt33vVnm6tlv3rcfNy/67PZ5+VuB3of6Z9LXr2u2Ofhl4Fuw4y74SIMASBeGdplcmksnHM97OjGgWcELIGWqE5CuvVAssLsvfeqSl9mp4PCblxtySMHp/oyT7wtfMCE1jy9d7+B+NMIn8RDHHPsmuz6srTTuD2wZG6GSHQ+WP3Fi1PjfgGwFRAG5zY6/rzD/m/c953v7YVvPQ35Y6bpQGHsG7ur7iZ+/Tdr86Nf6X5xy9Hy8OGQZ0kLSLZHAXluxq/QKIx0D+tyDa828vSRr7V4r8mhP1qdAzFz60vG6/FYBVFnmd2Td1PWzVAOJc+/ULER/mh1PADtPCl+rtzgHuSOQlXvozzqQHOcdbVSwQdcFddqKxoEPPr92zufvXhoC9AwBCnLe27wjf/zrvPCzN7uXvs3vmatCbiqWnQn9964nI3//67vtzu9lQoC5Byj877oykyOe3FFuKU9xrzzetj/X+LNE7gr+aBBPap66AZi8MZqNWZfsrUTzHNOM8qnrxKNvq59xeB15j2pWoWOyAxOdBbTutd1LpoCTRz9RfltaZnG7gyw5vGBFVd1JvHVtzaXygrM5x6rF2Dl2Lg58fuxcPAwBllwWfkFKpEGWMV9/d+55eO5f6Qp/56YkOxPLXCUrXScDd/Uq8hetd9rxM2cIMD5s8Pnz0IKvoMCY0Y3Eg4T9TVsFg1XS5pOXhPWOO/AIcUQmD1Pw6JnfXu3qRTS/KpfHN4U4MLlngcXf2wWYbfOQd+E1jiVTPOm5TSuEP+iTDnt0xwul173uw0h3dn0FoJfllQVkiapiw33CsdV16UFXFfNLEcDXLRWID4UA+QFpkG7e1x97LX81nsyO+b84ErIzJXOVTL0sDM5oK17l2WVvnC32Xo/0l38TxYwaOxhLcyISyMufP8rOHVZVQd/xP593Sfl9x9InglDLyFXfGkH811kgcfphAJak3H9vGPc5BT0z0lcad5y/wxEPik2jvriA3iHEBeVy81ygWgVbW2Ant24SbFg/l+zSAnwSSDmbX5oD+OkvkcsnAOQ7Mi32+NZ3cMKzhYGG2CBSGAuDU9XMTPWP7IRu+eu6c8Kn76V23AUfbvn82mvndCxn0NN570LHL4v9SfD8RlvUfHKX6vMOliY8scB5XHvxSQ6l8fp+3vpfBrwLScbYNNXyOqpgGgDsZD0EtO0IugzZ8XawUfCkGrLEdKcDul8i+nwRIKSvgtyONqQq2ehpM8PmIAJ8tAqF8n0dV8A8j/b5D+8LxVEkO6ZOHev/7JiWmwrZEf/8xO8qWO6PNAGRP9y8cPyLFsOk0pl4TDmN0Q2QIp4VgLUJ+tpV1ZSPa0EZExkJ+FbUHNpsXXFkZDIX7Ox+5NFkTCNZFcxKuC8VEKLRK8h1K9z8KwSC3jStvvw0hLtd9jx9lM3D0yDpyLkRrUKhItZxKOYlFDPE+xF0KBQGJDvQMDvSMD8RK4wjuRE/Dc7OechXpOP5k0rrkwrbv30CRQITcWd5FAgwOr29WKDVS+lt/eGD7wb1TnL3wc9Oo69Lbc9E+sivAKcrNGvbB3vC2zxcFgKK16SPfvLAtpu4LYCZ7wZA2FyzdBwbq8YIeFHJkiWT2z4H3Qh23GVjv0vbg5SyWAirdBxW8hJeMSSw8CPaoxWwSr6vYX6gcs7s3PB8nRuco+d//z4JfPhXtXnVDScYh2+p0CdbwOTys4O1FXiVydLXBoquCc26dEHNGK3Kgid3NGfnpHVt4hDZ6PaAlNGPADS7SCur6suOFCR23rvNOa0tMzHClfvnB5nR+0ZpUDG8+Fe14j9afxKQwCtkymKllFOITK4TBUOyEghMMKyGVipFrFLEdMU+FRtEiiNS7PFOYXB173kS48GJR8/HmWgGbppg4tEvil2tfyQAugAaRe6mt7CT9q5rScD+Sk5kF+l1d7Mqm63KJdN3A+utWdXakK2L2gqugPFgm6xeOC6ABWtAhsnTCYB2rcg3AWxzXPTEWi6yBPy04WxBKKNREGOk4N0Q4NhRCzDuwBUou+tWxAV4hQxY7JES4nUSiaMKYagUiIKGF+rwkoKXVLRWh2K1H9GeaL7Pkz/5vZRetwARsP1lVbqyhhCG+Egg2WYVR325kv3FbuKLk0lfk5q9Uu2KpO/SsI8/YxtQfNzTWvqq7GJQkOS9H6GAuaov2tLKs7D/ntPMxq9i4bI+DYib+krQPWK9406JG4ufly4jiXznpNLGpFLuMfPQaq8N3zMBwCzFimU4P04bisMNKg3CZh46D5BIjEDqCEQhEA0vVLFSBa9pv2JY/hVr3Z4dasUWAW85ID70l43aSaV3oxdlwsjrxLfA7lQCJPtXQLL4lW9NG9GQTF00CjR173+7e8NxczGr+AUFCUwN02rB0MaABTA7yL6AkmR19dRaIApwRfpIOjJ2nHxmCjQYqzxsqpFx54qW/NLrJ6DXT6AJsPYlRHUoZUVnn80E/i4bHconO2x2QKXByESETEXITCghQiDqtJxCVGJkFcFq/kBrrsPKUBBmwZ93/CeVPo0+tIBnARQYEw8sz7sA3MU/avdlkgHyOtpL0laj1W/vsKZDxmesCYjIJIgnzXlMkt0OH7n/zFFVsV0MuhNj04CG2sYds+7yBFgA86Y8AfpBDUgC9jce5MuXk9WworNXUMxUAQD/cYBalo+v1BBOi41bBSeluZBLhx3N3zwDu9JURnC3Wby73eWDXcVog092mOgwKg6OioNQSWAojXxUyqgEUiErGlVE8JLv0EpnYQNmgvQVjkAA79VxVREmHnatZmHbJl5kHXd6SLNlQrkx1etrdY5ZpdgZefOACrhtrVksNxgmfePzDtFtmERCPg23FsAy3eo0O96rNO58rvPmOX8TcLcUnJmyDLz8HVPDfLt8imFaBCDyCkc8ClIAdIiorE1lJXudJ9jrPdFbVQ4WxGiF83djAu+Y0AsTHdCxZ+7LZCpSQlQaBahCIHJ5Pq3QoXTuk7Vjr6Sx9w42GPl5sWUpuCoQWmp9e+pFYofqfbvSy51ekPY39wsCEkFBXxEQzInkIp4EJGXZAWDLGUrGcGMHTO8QD+ijtzJNjvOOqeu6mCruKZbxWW31+xXmnf5H8q/XExkbQbSlU4w871CAyRbxEHwX5SjWVEay57myNT2QndlUb0IOZgR3Nd7dHOftwvk7bHDAhJ6H5n5MJcEYFKBR4FUylU6ozvgIQEz6XYu49+K6AweYuKX4nYKVA1QtP/Mz5QPqRuwqRP5tmmVqnHccP9uUvXRLe9BjF7m7NPERFBixm6yoUzwXFOxplkwAUs6XB3z8fdpKJ7zApmk+aLR1a4NB4LP7fC6fgL4EoJ+e4+h6V1bTuzmKOT5QrdEMu0dzByR7NtFenOCsIrgrvLdxxU93MYE3OvJCJ9649IBOgpFJPE35bLT2MUTbsbawsHs8AS7YlI63WS0MNPC3XKp6khxP3wky0U3M1NAQBwjHzgedEjpBEC4UvNcCrykIFdcdBAX7P3Bbd2KdngirNPoi8danNYB1kA+0AB4N+anPCWWJTSVd6RfqWvfY0DuzDYvu9CjmaLI5OcmaVbJnRGfhrDZscCgTeGHjw4R4g4mPf1Tst1OJVkxg1nkpwPTAyJ2k6mZleHDZS3ImaMHEAsfqE6OxpKohnijtiYNkfZzesUUXAD4cm1KRCDhGNYvbNze2T5akzhMkahB9uxfA0jfKOQ8Dz1vvh5hZi3iIa4mukim6RSa0jy3NmasZLMOi6b2p+uAUY1TFHJGtiRnPnPX++7y7KeftwoebXcOG+3c69OtK2a0Ql8sFkr9zBHPoUqQHmE4Y+Zi0N1ihJ6gWnWr1n19hdOqRjX1fW22K+7WXLpcYq0ar/z+FUk7XQwa940hSWJ9pnk7dBWpl11oF4Yxs8kU82hNmJQC2ofEdpq5uSXaRJZrHjmzMVxoczWAonelK7zRtUE3vUY2BX2II7iq8u6kULiaFK5y/v2H8YxYVaGb4h/zkkug/BBXxBLD7aXAm8YxRS5fqXUDMXBrmoVN3Sk/Aebu22hhAWuqvrAHIOZbsL0CwWCQgwjgF4zvmCZx0BH9wg04uP0C+b41hdsWzk22ZGuVLfF8CsC/l8QMmr+5y9XJXqJ95sKEMKzylwYLWLMk6Ezo1ZYeu9uhaTxzRXkRwV1X8iUt4b3vKefswKZQUkCQA2N8RjIuQKsLEr62t2RUmHmrbodqC8qs9zXfAkIWXHQNetdXmGFtVgzClb6w7jKW1Jmn4lVs3k+plwc6iEfBHY52j+OZhJHDT3nJhnuYVQRiQAMQAoWOaD9BuBTpXFRxqDpa8XsfIBoEE+UsRQJKfD5i6us+Vyz22el4WSqpiQQArHKE1R2idLRq1oOXpMzqQrFlkazLNHVG8CcFZrwnu0sk28viQJvB4CLBhVMNo7CvEijASOGrrjCfABv81iFvQ8Vn/sHgLo/jz11v8CCicZwS5Kq2CEM7vHEW88CjoRY8BUlu1OV9a9d4riGac7Nad1fyHoG6wOVyfdUHByhMPv7hdP/QjqPzew4voGwVqZx8SlumiToXMV5ep/HmVzanzGRWxwONr8/jauXyjrtDgiC22ZOhA1QdTjFFUazDdGZCdWSR7Oir4a30uRcAvLZ8yiI/fMuiXtqqGqQoT19fWidJA9ngO1niGzc667YcFQ/sfUnAdyovF7KrGdWeeB2svVeqLQDfwAOKAHKAunJhY+Ok3vnOlJ3KW/hUcHETfLEHvvRD4Ah8XeetKBS6L6EcAnDPTtmnbZ9fLMzVowdXXmNgcKdRaSdpqN1tZ7eSv60xGk02p8RkBW5rPVuKzlfpchcfXHO/iGEqHpg+q6oNo5mCm1aGa41/JnLaoal8+bR+UfmsGJKAouNTQSguQqjP1Ag1ulIamgiVqbZvF2JaPGtUIOqvApcDPMeX3JQLCb5r5EqoweFk6D/x+3+VLz1aVCpyDAm0CIJuhjoufDwBETM3DRIB5u/bZ5Z41Lheetwqeh2PoDdIi7j1odJO1a7Wf06BTqZCFVajClelCA7bknHOu6sSQO9WVXkzdmW1YNL37phjDal11+QESjngUxGYH9JnFKZmqMLJAVbMzjCxwsbctGoJ9SUbt805CX3NQrH1nq+MemqXJjNAO/jmycXLvJqO6GSBwU01sAAnU13N7htzrnUCOkY0xfNTJrGCDTH7Wuhm1TiZVMqdCFVTonOEwoVND7sTWrDm6Rdf6N6oxTFdVkwnS5JWObQVI2C5Cqgojv6+tM4ycDh61z1VXRIDWgkPNlQjOKf8mGfkh8FPbYNlZh/tqzuKzUOBMACBHrCq4HCEweQ88wbOGtvKzVs+awY7N0uy8Wrsa9ZIHdhb4+R5LsmJBq67a4moGQ3ZPDaUbogoueRSTAl7QaVmBWBlPgPCwBmd8x68NakaVJ6FXULEFOLBQ632nGAlQvjqsXI5Omg6B9Q0YOeVj6PxhD6qGahnKCl5A9EJGNsjgUSefF2x2Xv1sdBNqncwkbNGILRnzlQZPabEkc92S2w414UU8SF/xJElX44bFnFHwpNkVMhLAg8iBW31wzFub9RzOAScNwpR4436ah1U7d6f3ebkgcCVG78iCeeWR/F7f60zIFSXoHaX7DraWW7I1tXkge5t5ezaHEGZjzz0bVA7W+CdKzNJ+GAWcM9LN4OYY/Lk6+YJ6O3V/PfeLz/7rTb/w7r8CprRPPvG4Wl2uEU+orQwrXNiqBe1xR2jqvgIhuItwxKMAaeCd4BIHXUKBTOMJmiVPwN8JaxGNNeZ5II73nYuJ24Ji8Kya7fHMbTvoPABlEiDPLkUnaMFhmbPrSHnBthmkxASkQdvT5TtPlm/4FIySFawAd4DFFMkpmrIkyAPeZ2cLd84Mthi+68CTzCW0TaqBbXSTXw0yod5O7UZTBUJJRSy52uerf7ZotwZ8URYgBHeR6K0j2BoSICmZ4wamqqL3fnUNzopGsN74f2DdFs+2D8NeO4gGqARgLljWlJLyxanHHzOvt/m19IcgYHHH4bvuTGEUSXaJXPS2+5+41v6r2aBnc8BXAEVz3L5etbgVVcSvvursN9i9S8rnqt8eV9//mZgTfjoO2uElRY45AW3gu+Bp3JBHFZgwVlZMfONsDc6KNHb9+QVCf1swcafKMv4w8CnAZ4rDmdd8tlHIs/MV9SopX5Hk/JOBYoHzY9uDvsPBz9t/CGpPvPB7awJkc0lipf38BzMOMwUwAGZA4tgZ/NCMwyrLjI3HjEOY4OCtVx9N3xylmuUB9mf33BwUgJ4V33fvvffOPAYkArcC1Rkrucbw3P8qF/e/HnAsLIA9zBKPN7z4jUtN+8vXhukX7gOjKQ5jClu8LVLr5Jm/G1xZMOhsuh6Tz51qytzSmo6pgPnWcqi39U6OPnP1rVIRXUZ5UudJ3rXCaiAEFM867n33vu8JUA3CgNYD0WwzmJ55vFTKx58pxfbQWw+rIeUFNA==)](https://www.hellostepchange.com/) 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[AI?!#@](https://www.hellostepchange.com/ai) [Blog](https://blog.hellostepchange.com/blog) [All Blogs](https://blog.hellostepchange.com/blog) [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) [The Step Change Blog](https://blog.hellostepchange.com/blog) # How We Created A Master Brand Story For Sanitarium [![](https://app.hubspot.com/settings/avatar/75476764b4a90ef5ea5be3e3760dc7dc) Step Change Marketing](https://blog.hellostepchange.com/blog/author/step-change-marketing) 14 October 2014 / 2 min read - [Predatory Marketing](https://blog.hellostepchange.com/blog/topic/predatory-marketing) This is the eighth post of ten in the Predatory Inspiration's series by Ashton Bishop, Head of Strategy at [Step Change Marketing](http://stepchangemarketing.com/). ![Predatory Inspirations](https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations.jpg) The theme of this series is **Predatory Marketing**. Predatory Marketing is defined as: *strike at the weaknesses that arise out of your competitor's greatest strength*. If that sounds familiar, then read it again. It's not 'strike at your competitor's weakness' and it's not 'talk about what's different'. This is more powerful. See, when you strike at the weaknesses that arise out of your competitor's greatest strength you strike at the part of your competitor that they are least willing to change. It also changes the conversation from the same marketing words that every other company in your category uses, to a conversation that leverages your relative advantages. These case studies demonstrate how Predatory Marketing has been applied. The [Sanitarium](http://www.sanitarium.co.nz/) brand wasn’t as well known as its individual product brands - like Weetbix. They thought there was an opportunity to share some of the great Sanitarium brand values across the portfolio. We helped them create a master-brand story that now carries through all of their individual products. ![Sanitarium](https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/sanitarium.jpg) ### Target The big international food companies ### Greatest strength They’re great at marketing. ### The weaknesses that arise from their strength Their marketing is better than their products are (it’s all skin deep). ### Relative advantages Sanitarium is a values based company that makes sure there is goodness in every part of what they do. They have a brand ‘why’ that aligns body, mind and soul. ### Predatory recap Strike at the weakness that arises out of your competitor’s greatest strength. This achieves greatest impact and makes response more difficult. In the next post, Ashton looks at the battle of the proteins - think of a meat based protein and people would say Beef, Chicken, Lamb or Fish. Pork needed to knock one off to be remembered when needed. ![](https://app.hubspot.com/settings/avatar/75476764b4a90ef5ea5be3e3760dc7dc) Written by [Step Change Marketing](https://blog.hellostepchange.com/blog/author/step-change-marketing) Step Change is a strategically-led digital creative agency – if that sounds like we do it all, its because we do. We have created a space where strategy meets creativity, working together to create a full ground-up digital offering to challenger businesses. [Older postBundy Red Converts Bourbon Drinkers With Predatory Marketing](https://blog.hellostepchange.com/blog/bundy-red-converts-bourbon-drinkers) [Newer postThe Real Cost Of A Decent Pot To Piss In](https://blog.hellostepchange.com/blog/cost-of-pot-to-piss-in) [Featured seriesKnowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) ### Categories - [Marketing Strategy (197)](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Digital, Technology & AI (152)](https://blog.hellostepchange.com/blog/topic/digital-technology-ai) - [Business Strategy (118)](https://blog.hellostepchange.com/blog/topic/business-strategy) - [B2B Sales (88)](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding (82)](https://blog.hellostepchange.com/blog/topic/branding) - [Culture & Leadership (73)](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Step Change News (63)](https://blog.hellostepchange.com/blog/topic/step-change-news) - [Industry Insights (38)](https://blog.hellostepchange.com/blog/topic/industry-insights) - [Stump the Strategist (36)](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Decision Making (31)](https://blog.hellostepchange.com/blog/topic/decision-making) - [Innovation & Disruption (31)](https://blog.hellostepchange.com/blog/topic/innovation-disruption) - [Customer Centricity (24)](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Predatory Marketing (24)](https://blog.hellostepchange.com/blog/topic/predatory-marketing) - [Knowledge Nuggets (20)](https://blog.hellostepchange.com/blog/topic/knowledge-nuggets) - [History's Greatest Strategists (18)](https://blog.hellostepchange.com/blog/topic/historys-greatest-strategists) - [Thought Leadership (13)](https://blog.hellostepchange.com/blog/topic/thought-leadership) See all categories ## In this article ## Get the next one in your inbox ## Keep reading [![value-proposition-customer-insights-predatory-thinking](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/2-Story/value-proposition-customer-insights-predatory-thinking.jpeg?width=720&height=450&name=value-proposition-customer-insights-predatory-thinking.jpeg) 1 November 2024 Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) [![](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/2-Story/value-proposition.jpeg?width=720&height=450&name=value-proposition.jpeg) 10 February 2022 5 Elements You Need to Create a Powerful Value Proposition](https://blog.hellostepchange.com/blog/5-elements-you-need-to-create-a-powerful-value-proposition) [![predatory-marketing-step-change.001](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/3-Scale/predatory-marketing-step-change.001.jpeg?width=720&height=450&name=predatory-marketing-step-change.001.jpeg) 25 September 2018 Predatory Marketing: How to Increase Your ROI without Spending Another Cent \[with Examples\]](https://blog.hellostepchange.com/blog/predatory-marketing-how-to-increase-your-roi-without-spending-another-cent-with-examples) [![Step Change](https://blog.hellostepchange.com/hubfs/raw_assets/public/stepchange-blog-2026/images/full_white_colour.svg)](https://www.hellostepchange.com/) [Unit A1/35-39 Bourke Rd, Alexandria NSW 2015](https://www.google.com.au/maps/place/Step+Change/@-33.8705256,151.1952939,17z) [(02) 8030 8655](tel:+61280308655) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [Services](https://www.hellostepchange.com/services) - [Work](https://www.hellostepchange.com/clients/portfolio) - [Speaking](https://www.hellostepchange.com/speaking/ashton-bishop) - [Blog](https://blog.hellostepchange.com/blog/) - [Contact](https://www.hellostepchange.com/contact/) Search this site Search © 2026 Step Change ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Step Change Marketing", "url" : "https://blog.hellostepchange.com/blog/author/step-change-marketing" }, "dateModified" : "2025-01-16T06:03:44.657Z", "datePublished" : "2014-10-13T13:00:00.000Z", "headline" : "How We Created A Master Brand Story For Sanitarium", "image" : [ "https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.hellostepchange.com/blog/master-brand-story-sanitarium", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.hellostepchange.com/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png" }, "name" : "Who How Global Pty Ltd" } } ```