The majority of this thread, and any discussion regarding these Youtube brands, has focused on white labeling chemical formulations. The funny thing is, THOR actually promotes this on their website.........................
"Shop Stock by Thor Blending – Custom Chemistry Made Easy", "Bespoke Chemical Formulas Tailored to your climate, clientele, and detailing style", "No Copycats Allowed, we don’t replicate, we innovate — with your name on the label".
None of this is new, but I think with THOR, its probably more visible than it ever has been.
What's not been mentioned till this point is the tool and accessory side of the business. And guess what, the same white-label concept happens here too, although in this case its commonly referred to as "contract manufacturing". This happens with a lot of commonly used tools and accessories, and quite often it's a made-in-China copy of an existing product.
One the comes to mind are brushes that look and feel like direct copies of the Detail Factory range. Or foam cannons sold on Amazon, which are made by the same factory with different branding and packaging. So, saying an MJJC works better than a $30 Amazon foam cannon is silly, they are the same thing.
Again, this is nothing new, but its how this factoid is presented to the customer that separates the boys from the men.............................
One approach will involve a brand reaching out to a supplier, get sent a catalog, then order a range of products to be made with their branding printed on the packaging. Then said company will crow on about how good their foam cannon is, or how soft their towels and brushes are...........................................all the while being exactly the same thing their key competitors are selling. This is THOR, Pan, Detail Geek...................
Then there are those who acknowledge who makes their products, or don't make bold claims about them. Or, you have someone like Larry Kosilla who will work with a known brand such to create an AMMO specific version, he can then genuinely promote it as something unique and different. He does this with brushes (Braun), and co-branded pressure washers (AR Blue), pump sprayers (iK) and inspection lights (Scangrip).