My Digital Insight

One common way to celebrate the brand anniversary is to introduce the limited-edition product. How to make this limited-edition product even more special? Celebrity endorsement seems a good idea to raise brand awareness and promote the new product.  Can any celebrity be a good spokesperson for the brand? Most brands would like to invite celebrities or influencers who are similar to their target audience and have enough popularity. However, what if your product targets on almost everyone? Heinz Tomato Ketchup is for people who love ketchup. Ketchup is a very common and popular dipping sauce on the table. Many American restaurants put one bottle of Heinz Tomato Ketchup on each table. To celebrate 150 years anniversary, Heinz worked with Ed Sheeran to launch limited-edition ketchup, which is named "Edchup". This limited-edition bottle of Edchup features a variety of  Ed's tattoos and signature. There was a total of 150 bottles, and 104 of them had given away in o...

Every brand has its own way of success, but in the long run, not every brand can breakthrough itself to success over and over time in every new competition.  Probably, "want to be success" is the trap to limit brand growth and innovation.  Most brands only stay at the product branding stage, instead of add additional great value on the brand.   In order to breakthrough, brands should not only adjust their tactical strategies but also upgrade brand value and thinking. What reasons cause brands hard to breakthrough? Reason One: Blind Confident About  Themselves The biggest obstruct of brand breakthrough is that brands always feel too confident about themselves.   Brands like to blindly confident about their products and service. When they achieve a big marketing goal such as win the NO.1 sales in certain channel or a certain category, they feel super good about themselves.  However, brands are painful to breakthrough to a larger mar...