What IP can create for enterprises is not only the brand image, but also the world of integration of product and effect.
In the first two weeks, an enterprise owner asked me if IP can bring spontaneous traffic? I said yes.
He continued to ask, is that to make a brand image mascot, and then make expression packs and small content to attract traffic? I said no.
He was confused by my answer.
I’ll go on to say that you are in fact trapped in the habit of thinking, which is called brand image = IP based.
The inertial thinking is: IP is to improve the brand image first, and finally sell the products;
If IP is equal to brand image, it will be a long time without solving the recent problems. Moreover, we need to invest a lot of money to build up the brand image first and regard the content marketing as the image advertisement of the new era.
I told him to do it with non inertial thinking – IP is to optimize product experience, sell products effectively, and ultimately and naturally enhance brand value.
As a matter of fact, many enterprises have achieved good results of saving money and helping sales by using IP technology, which makes the sales volume of products increase under the low advertising cost, and also improves the brand value
And it is often the new enterprise, on the basis of no brand accumulation, directly use IP to achieve sales success, but also quickly improve the brand.
Based on the above, Lao Xiaoge’s point of view is that what IP can create for enterprises is not only the brand image, but also the world of integration of product and effect.
This may overturn many people’s cognition, because in most people’s cognition: how does the enterprise do IP, that is, an upgraded version of brand image engineering, relate to the integration of product and effect?
The integration of quality and efficiency has always been a very difficult thing to achieve, but in today’s rapid development of the network, it is really possible.
The key to the integration of products, sales, services, promotion and brands is networking and IP.
This article will talk about one by one.
1、 What is enterprise IP?
First of all, it should be clarified that enterprise IP not only refers to brand IP, which is far from enough in the current market pattern. Enterprise IP can be divided into three modules: product IP, personal IP, brand IP
These three factors constitute the IP system of the enterprise. Only in this way can we play an unprecedented role in the great changes of the new era——
In the new era, product IP can help to achieve product differentiation, because product differentiation is not only about quality, the more special and more connected with consumers, the more obvious product differentiation.
It’s hard to make an original product in China. As long as you do it a little better, a lot of people will start to copy it. However, if we introduce IP emotional connection to make the product content-based, we can’t really copy the copied products.
There are many ways to make the product content-based, such as M & m turning his chocolate beans into cartoon pets, Jiang Xiaobai writing mood quotations on every expression bottle, UNIQLO’s ut constantly launching various new products jointly with various IPS, panda IP becoming free dancing service for birthday party, etc
Here, IP value is not necessarily a premium value. In other words, IP products do not have to be more expensive, or even cheaper. As long as the marketing cost can be reduced through IP products, IP products can certainly be cheaper.
Therefore, the greatest embodiment of IP value is not necessarily the high price of products, but the establishment of a unique emotional connection with users. Through different word-of-mouth, marketing costs are greatly reduced, and competitive barriers are formed at the same time.
Personal IP has played a far better role in marketing (from new video to new marketing to live broadcast)
Through the charm of personal IP, the enterprise directly drives the product sales, which is very obvious in MS. Dong Mingzhu of GREE, Lei Jun of Xiaomi, musk of Tesla, etc., and is also the latest self-help means of Ctrip Travel Network (the boss appears in person).
In fact, an enterprise’s personal IP is not only the boss, but also the front-line sales personnel, technical developers, partners and even customers. In China, it can even include local leaders and even central leaders.
In the new online marketing scenario, individuals can really play a role far beyond the past. Therefore, personal IP must be one of the iron triangles of Enterprise IP.
Brand IP is also much richer than the single image in the past
When IP thinking really enters the enterprise, the enterprise mainly understands that IP is a system, even if visualization is also a system, rather than a thin one.
For example, in Alibaba’s big IP system, there are Taobao dolls, tmall elves, double eleven Shopping Festival, and a large number of others.
The above figure shows all kinds of IP addresses of Ali, even called “Ali zoo”.
Enterprises can not only create the main brand IP, but also create long-term activity IP (such as double 11), and constantly change the image (like blind box) to bring out the old and bring forth the new, instead of using the same image as before to the end.
IP image should be difficult, changeable and easy at the same time. What’s not easy is values and beliefs; changing image and clothing and various Cosplay; what’s easy is to make consumption more accessible, easier to empathize and easier to spread.
Furthermore, brand IP can be simply divided into two kinds: image school and scene school.
The image school is easy to identify, that is, those brands with personalized and biological attributes, such as tmall, cat’s eye, flying pig, Fandeng reading, Jiang Xiaobai, Zhang Junya’s little sister, single dog food, etc.
In fact, the scene faction is also easy to identify, but it’s not noticed. It’s those brands with their own human scene attributes, such as liangpin store, odor library, wasp nest, poor travel, Zhihu, Wanchai wharf, MUJI liangpin, etc.
Take alcohol as an example, Jiugui Liquor and jiangxiaobai are image school, while Luzhou Laoyao and Shuijingfang are scene school.
The image school becomes the IP brand by highlighting the IP image, and the scene school becomes the IP brand by creating the IP context.
Therefore, image is not the only way to become an IP brand, many people ignore the scene of this road.
In a word, product IP, personal IP and brand IP are the three components of Enterprise IP, among which product IP is the base, brand IP is the center, and personal IP is the top driver. (see figure below)
2、 IP building starts from the design of world outlook
The first job for enterprises to do IP is often to find an original painter, designer, or marketing company of an advertising company, to make a mascot image as soon as possible, and then hope that everyone will love it.
The following figure is the most common requirement for each enterprise to make IP image:
It is basically impossible to succeed in twisting the rational and logical requirements of enterprises and the requirements of cute and cute images together.
Therefore, 99.99% of the results will be unsatisfactory, resulting in an image that is half cute but not cute, half valuable and valueless. Because, to design an image that people love like Hello Kitty, Picasso and Kumamoto is a rare opportunity. There are only a few in the world, even professional IP companies can’t do it, let alone the image of the enterprise.
This is a big mistake.
IP based enterprises should start from the design of world outlook
Only from the world view, can we fully accommodate the product IP, personal IP and brand IP.
The traditional marketing work does not know enough about the world outlook, and even thinks that the world outlook is just a variant of the values.
In fact, the world outlook is not only the values, but also the ability to conceive a new world.
Worldview design is a very common skill in the field of culture and innovation. IP Design in fiction, film and television, animation, games, culture and tourism and other fields often requires a worldview first.
Why the image / mascot design of many enterprises is very thin and lacks appeal. There is only one shell that is cute but not cute. The fundamental reason is that there is no design of world view.
When enterprises have an IP world view——
Emotion orientation can become situation;
Image can become a role in the world;
Products can become props in the world;
Story can become the content of the world;
Symbols can become super cultural symbols.
Only in this way, IP can form a unique world of values, so that images, products, enterprises and consumers can be connected with each other in a world.
When marketers still say that IP is value + image, IP people will say that the real IP is to design a new world based on values.
The design of IP worldview can be divided into three levels:
Except for large-scale cultural tourism or large enterprises with many sub brands, the IP of enterprises does not need to be a big world at the beginning.
We can start with creating a small situation, which is the combination of world outlook and emotional positioning.
The success of IP depends on whether consumers can feel the “situation”, which determines the emotional connection with the audience.
To build IP based enterprises, the first thing is to create scenarios. That’s why it’s not enough to design only one mascot image, because without context, there will be no empathy between consumers and IP.
Small situations are often daily life, highlighting a certain emotional atmosphere.
For example, jiangxiaobai is constantly shaping the situation of small drink, small drink, small moment and small mood through the expression of bottle products.
For example, Jingdong creates a warm and loving situation through the IP based shaping of its puppy joy.
In addition, M & M’s dolls are creating a small situation where they eat chocolate beans as if they are playing with dolls.
Specifically speaking, the IP context of an enterprise is that an enterprise brings a unique and emotional small world to consumers through product + image + content. This is not only a brand, but also not just a brand, because it is closely related to products and services.
The context of IP is to transform the existing sales scenario with emotion and put it into practice.
Any good IP must have a sympathetic situation, even if there is no story, no big world view, there is still a situation.
Moreover, the situation is not always warm and dumb. Many enterprises think of being cute and dumb when they think of IP image. This idea must be changed.
Many brands’ IP based situations will be cool, drag, even sad and coquettish. These are subconscious situations that can generate strong empathy.
Nike’s situation is cool
From small situation to big world
The big world view is not only a situation, but also a meta setting. The whole IP world is generated according to the meta setting.
First, list the world view of IP:
“Wandering the earth” is based on a high-concept science fiction setting with great brain holes: “if the sun is rapidly aging and expanding, can human beings take the earth to escape together to find a new home in the alien system?” Thus, a unique future world is created, and all things, characters and scenes are born from it.
Another example is Beijing fold. The whole world is based on a big brain opening: Beijing folds into several completely different regions, which are inhabited by people of different classes and wealth.
Toy story is based on the assumption that if all toys are alive, what will happen if all toys are living in the dark?
In most enterprises, it is enough to have a small situation in the initial stage of growth.
But when the enterprise develops to a certain scale, products and products