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 wants to make customers happy. They try many ways to turn current customers to be loyal customers. For example, store loyalty credit card, email and mail special discount offer, free gift, etc. Those are very common strategies to make customers stay with the brand.  However, does customers really care nowadays?  Unfortunately, they don't care that much anymore. Morning Consult shows that only 19% of US adults are loyal to a particular brand and buy most of their products. And   30% of customers will try different products even if they like a brand. ("What Drives Brand Loyalty?", 2019) screenshot from morning consult Moreover, the study also found 65% of customers have given up their loyal brands mainly because the quality of products has decreased and (or) product prices rose. What does this mean?  It means customers customers won't fall in love with a brand forever. Every brand are facing serious competition. No matter how hard you try...