Three months ago, I asked a client a question: "What do you think of your influencer brand identity?" The client's CEO immediately retorted: "We are not an internet celebrity brand! This is a misunderstanding of us by the outside world!" I suddenly realized one thing: I don’t know since when, calling a brand an “Internet celebrity brand” has been tantamount to swearing. It may be because many Internet celebrity brands are short-lived ghosts, and more Internet celebrity brands just earned eyeballs, but did not earn money. However, when we can finally Bulk SMS Service look at Internet celebrity brands rationally, the industry's understanding of Internet celebrity brands is still very naive, such as: Why do Internet celebrity brands die so quickly? ——Because it only focuses on gimmicks, not products; it only operates traffic, not trust. Come on, CEOs and CMOs who can make Internet celebrity brands are not fools. How can they not even understand basic business common sense? Obviously, we just added the labels of "fancy" and "form is greater than content" to the influencer brands wishful thinking, without really thinking responsibly. Let's rethink the real reasons for the early death of Internet celebrity brands. 01 We may not be talking about an internet celebrity brand When we refer to Internet celebrity brands, you may be referring to: %Arabica, Master Bao, Hey Tea, Aoxue Double Yolk Egg, Perfect Diary, Mixed Half, HFP, Adopt a Cow, Lechun, Bubble Mask, Instant Noodles Small canteen, answer tea, Zhong Xuegao, Huaxizi... They are all called "Internet celebrity brands" by the media, but their ways to become Internet celebrities are very different.