念慈菴

Just finished the Brand Management program where we touched on positioning and brand/product architecture. Here is an example to share. 念慈菴 has come up with 4 products where each product is clearly positioned to help in different stage of cold & flu. It is a very sound strategy of positioning by use and application. All of us who have suffered from cold and flu before, there are really different stage : first throat is itchy and you feel "it's coming", then heavy coughing and runny nose and then it lingers for a while until we recover. In this strategy, what more can be considered ? I think I would go for range branding and come up with a range brand name to tie all these SKUs up to communicate the range as a comprehensive and scientific Chinese medicine for different stage of cold and flu.

Speaking of the ad, the idea of using 不倒翁 to depict 頭重腳輕 is there. However, in terms of execution, would it be better to use a real person in the key visual instead of illustration ?

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