Tao Ti red oolong print ad


Tao Ti is not a brand with long history. It was first launched in 1996. Compared with other FMCG brands, it's still a "youngster". Brands come and go. Sustaining a brand for 12 years is not easy . Making it stronger over time is an uphill battle. Why is Tao Ti so successful ? I can't be sure but as an observer, I appreciate it for two things. First, consistency in advertising : Andy Lau + his soothing songs + the natural setting. Second, a continuous flow of innovative products, tea products and nothing else. There are 500-page textbooks about brand building but consistency and focus are the two key success factors.

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