Beyond chaos and phenomena: truly understand the truth of brand IP

What is brand IP? Some people say it's a mascot, some telemarketing list people say it's a marketing campaign done every year, and some people say it's brand content intellectual property rights.

Brand IP seems to be everything, and it seems to be nothing.

However, you have to bite the bullet, because the client's father or the people around him pretend to be deep, why don't we make an IP? Although you scolded you for being a fart in your heart, you still nodded in agreement.

In addition to chaos and phenomena, what is the truth of brand IP?

1. What exactly is brand IP?

There are traffic clusters first, and then there are brand IPs.

In this era of escalating consumption, people's attention is also rising. You will find that the circle is getting narrower, the media is getting more and more, and the video is getting more and more popular. Although there are still 24 hours in a day, the shift of attention seems to be rushing in seconds.

A lot of people will tell you that it's getting more and more distracted. But in fact, on the contrary, it shows that the attention is getting more and more concentrated!

Ask yourself if this is the case? Attention is shifting in the direction of interest, attention is concentrating on high-quality content, and attention is concentrating on content with low cognitive thresholds.

It is interesting that the excessive spout of information leads to the flood of content, which in turn forms the atypical Matthew effect of traffic. Xiao Seng thought that this was the crowding phenomenon of traffic.

So, behind these phenomena, what dilemmas are brands facing?

We know that the commercial reason for "brand" is the excess output value of human society. A large number of homogeneous products are manufactured and sold, making people unable to choose. At this time, the brand is formed, and the brand plays a role in reducing people's choice cost and purchase risk (MandCX).

However, with the rapid development of the commercial economy, brands have not been able to escape the curse of the 28 law, that is, only a small number of brands have become "brands" in the true sense, and most of the so-called brands can only be called A product with a name does not have the function of a brand.

In this case, these unfortunate brands have to rely on a large number of marketing campaigns to promote, which of course is effective, but who said that marketing will not become more and more homogeneous?

This leads to higher and higher marketing costs and lower utility, but it has to be done. Therefore, brands also include those in the true sense of the word. There is an urgent need for a marketing method that can attract attention, bring conversion, and be useful in the long run to break through the marketing dilemma and the phenomenon of traffic crowding (MandCX).

So the so-called brand IP appeared. IP is Intellectual Property in English. From the IP itself, it can be seen that brand IP is actually a general term for non-homogeneous, identifiable, and exclusive brand marketing content.

The so-called blind man touching the elephant, no matter whether it is a mascot, a virtual idol, or a certain series of marketing activities, are different parts of the elephant, which are different bearers of the brand IP, not the whole of the brand IP.

2. How to understand brand IP?

Brand IP is a form of marketing content that is non-homogeneous, identifiable, and exclusive. As far as the particularity of this content form is concerned, Xiao Seng believes that the following two points must be possessed by brand IP:

1. Point to value

That is, the brand IP has a clear directionality, and there is a realistic correspondence and direct mapping between the signifier and the signified.

Brand IP is essentially a marketing approach to deal with the homogeneous business environment and complex communication environment. Therefore, brand IP must not be scrap