In the era of fragmented media and younger consumer groups, the 30-year-old Anti brand lacks growth momentum in sales and requires brand upgrades. Strategy: Focus on early treatment of hemorrhoids, develop a cure line in hemorrhoid medicine, IP for the cure line, products for the cure line, and marketing for the cure line.
大米产品差异性小，行业竞争激烈、品质良莠不齐难以辨别。同质化的大米品牌如何讲故事？
美传避开地域、品种等同质化竞争，打造“博士种大米”的故事。打造商博士的IP形象，用“博士种大米，5大不一样”讲出大米何以更好的故事；并打造了核心大单品-商博士农大一号；节令礼品大单品——米中黄金·科优一号。