A strong brand is the best defense against giant retailers

For a subscription business using the consumables model, the single greatest threat is competition from giant e-tailers like Amazon, Walmart, and Target. These companies have massive logistical advantages and can almost always win on price and delivery speed for commodity products.

Therefore, a smaller consumables business cannot compete on these "clinical" points. The only sustainable way to differentiate and survive is to build a strong, unique brand that connects with customers on an emotional level.

Instead of just selling a product, you must sell an experience or an identity.

• Dollar Shave Club: They don't just sell cheap razors; they sell a humorous, relatable, and slightly rebellious brand identity for men who are tired of being overcharged. Their witty marketing and product names ("The Humble Twin," "The Executive") create a personality that customers can connect with.
• Blacksocks: They don't just sell socks; they sell quality, convenience, and the peace of mind that comes from knowing you'll never be embarrassed by a worn-out pair of socks again. Their focus on Italian manufacturing and quality awards builds a premium brand.

When the competition can win on logistics, you must win on emotion. A strong brand gives customers a reason to choose you that goes beyond a simple price comparison. It transforms a commodity into something unique. A key part of this is to control the product itself.