Wellfully, page-3

In this deal, Wellfully does not build any brand awareness for themselves as the product is to market under the Bork name.

So in effect, Wellfully is becoming a manufacturer/supplier of product for organisations to distribute under their own label.

Wellfully cannot promote any products of their own in the Eastern Bloc under the deal.

It would seem they ran into a roadblock trying to get traction using their own social marketing program and took the alternative route to market of becoming a manufacturer/supplier allowing BORK for example to market the product under their own name.

So the only value for Wellfully is in the cash they can make from manufacturing the product and on selling. They do not get the ongoing value of building a brand, because the product will not be branded in their name.

No doubt a hard bargain will have been negotiated by BORK and they have included some serious conditions.

Cannot see how in the long term this builds the Wellfully brand. All it does is provide some cash via a manufacturing/supply deal.

Is that not compromising the original plan.

IMO