Cases A and B describe how Keeson Technology Co. Ltd. (hereinafter Keeson), originally an ODM company, built its own consumer brand. Case A covers the creation of Keeson's electric bed brand, D-Superieur, and its smart bed brand, Softide. In January 2022, just before the Beijing Winter Olympics, Softide gained unexpected exposure and popularity as the event's official smart bed sponsor. On February 28, Huang Xiaowei, Keeson's general manager, reported to chairman Tang Guohai that Softide's monthly sales had grown by 900%. Huang sought Tang's advice on whether they should seize this momentum and invest more heavily in Softide. Tang posed a critical question: "Does this mean we are going to promote two brands, D-Superieur and Softide, at the same time?" This sparked Huang's reflection: should Keeson run both brands in parallel or focus only on Softide?