In order to speed their products to market, some companies skip the drug route and brand their products as medical foods or "nutraceuticals, " as the industry calls the huge category of over-the-counter nutritional supplements.

WSJ: 'Medical Foods' and Supplements for Brain Health Advance

Sexier, but in no less a commodity category, Sephora took on both the over-the-counter department store cosmetic brands and the under-wraps drug store brands and created an open-sell environment as its distinguishing brand factor.

FORBES: Marketers should make a statement and make it stick.