The biggest misunderstanding of brand IP lies in the visualization and personalization of the brand. Brand IP is a better visual trademark, a mascot and a set of comic videos. Secondly, the misunderstanding is that brand IP only uses contact points with customers and external content to promote. Before the word brand IP appeared, brand image theory has been emphasizing visualization and personification. What is brand IP operation? Why do brands need IP operation? How to build brand IP? I will share it in detail below. What is brand IP operation? In the process of business transactions, what hinders us the most? Is the transaction cost. What hinders the transaction cost? That is whether you are known by others, and whether others know you is the key to what you sell. And you know that your efficiency actually directly determines the whole transaction process and business efficiency. The emergence of brand is the result of competition, in order to distinguish the competitive strategy of "I am different". But also that symbol of consumer' memory and decision-making. The consumer's decision-making environment is a multi-dimensional complex space, and it is difficult for a brand to take into account both an image and an endorsement for the enterprise, as well as selling lovely things and goods. This is what we often say: quality and efficiency are difficult to combine. Brand IP operation can solve the above conflicts well. Because brand IP really lies in building a three-dimensional space or a multi-dimensional space, all kinds of stories take place in these spaces. The virtual reality of the story makes people real and gains an immersive and systematic experience. Brand IP creates not only an image, but a situational world, where there are different roles, different scenarios and clear functions to solve the fundamental problems of consumers. For enterprises, it is necessary to reach consumers in multiple ways and improve operating efficiency. Why do brands need IP operation? Besides improving business efficiency as mentioned above, why should we improve business efficiency? It is entropy increase. Why efficiency must be improved. Because if you sail against the current, you will retreat if you don't advance. It is the inevitability of entropy increase, and the living body keeps returning from order to disorder, and finally irreversibly moves towards aging and death. According to Wang Dongyue's principle of diminishing returns, we must improve our returns to survive. As Schrodinger said, people live against the law of entropy increase, and life lives by negative entropy. Secondly, brand IP operation can better cope with aging and make the brand younger. Brands will face aging, which is an inevitable process. Brand is a living body, which will go through five stages: gestation, infancy, growth, maturity and decline. At the same time, while the brand value is growing, the recession also occurs simultaneously, until one day the growth curve plummets, until it drops or breeds a second curve. Prosperity will decline, which is the natural law of nature and even the universe. Behind the brand aging is the rise and fall of categories, and behind the rise and fall of categories is the upgrading of demand concepts. Category is like a "river", and brand is one of them. The development of enterprises depends more on the big market environment and grows in the rivers of categories. What determines the rise and fall of categories is the upgrading of consumer demand concepts. Tan Daqian said, "Doing a good job in products is not only a simple technical optimization and upgrading, but also an optimization of demand cognition. Category opportunities are brand opportunities, category upgrades-find the next growth curve. " Closest to the essence, from a philosophical point of view, brands need IP because people need to find the meaning that distinguishes them from other animals. People need stories to fill the gaps in the real world and find the meaning of life. Being alive is a kind of meaning, which needs meaning, multidimensional space and IP operation. How to build brand IP? In fact, brand IP operation, I prefer to say the IP operation of enterprises. Enterprise IP is the ability of enterprise to tell stories, how to build a world view, what is the background in this story, that is, the setting of the world view of the story; Secondly, under this setting, what is the vision or culture of Datong? Need to find the cultural matrix here; What will everyone do to realize this vision? What will happen? This is the case. All of the above needs the enterprise to give props to achieve. The IP landing of enterprises lies in creating the third world and giving consumers roles, scenes and props. The IP of worldview enterprises should start with worldview design. World outlook is actually the ability to conceive a new world and tell stories. In the IP context, emotions such as emotions, sorrows, sorrows, sorrows, loveliness and coolness can produce powerful feelings. Based on the values advocated by the current social groups or sub-cultural groups, we can do all kinds of things that consumers like and realize them through different IP roles, props or ceremonies. You can create your own IP, or you can jointly set the story background with a well-known IP. You need a background before telling a story. For example, The Wandering Earth's setting is that the sun expands and people wander with the earth. Cultural matrix Cultural matrix, human life and civilization is a huge matrix. Huahua has a mature application of cultural matrix, so I won't go into details here. IP created by culture is the most powerful moat for enterprises. To put it simply, it is in the context of this story that people will react. And this kind of reaction is all kinds of dramas that are constantly staged and never stop in human life. This reaction is the cultural matrix. For example, under the setting that the wandering earth's sun expands and people wander with the earth, people's reaction is not to give up their homes. The attachment of orientals to their homes is the cultural matrix. Situation is what kind of story will happen under such a setting and vision. For example, in the case of wandering the earth, the home is frozen and human beings are at war. Props. Props are easy to understand. People, things and fields are props. For example, the Tao in the wandering earth has spacecraft, defenders and so on. I divide enterprise IP props into brand IP, product IP, people IP, content IP and channel IP. In order to make better use of it, I also dismantled the IP of the Forbidden City and Uncle Kai's ballad: the background setting of the Forbidden City: if all the cultural relics of the Forbidden City are resurrected, the cultural matrix: the inheritance of China's traditional culture: the life guide props of modern society after the revival of the cultural relics of the Forbidden City: the Forbidden City Wenchuang, the Palace Museum, the Forbidden City Summer Palace (brand IP) sells Meng Yongzheng, the naughty Ao Bai (character IP) the Forbidden City makeup, the Forbidden City stationery, the Forbidden City fragrance and the Forbidden City. There are more than a dozen apps (channel IP) such as Xiangrui in the Forbidden City and the days of the emperor. Set the background of Uncle Kai's storytelling: children need to listen to stories to get a companion cultural matrix when they grow up; Human beings need story situations: let children listen to stories more vividly and truly; Uncle Kai tells stories (brand IP) Uncle Kai (character IP) story machine, story card, story picture book, study desk, small blackboard, and listen to melody enlightenment at will (product IP). (IP content) Kai Shu storytelling APP, self-media matrix, etc. (Channel IP) In the world of IP, everything is reconstructed. Stories become content, products become props, emotions become situations, and images become roles. Large enterprises, such as Adidas, Ali and Tencent, are enough to build a world-class IP. However, the IP of most enterprises only needs a very small situation in the initial stage. In this small situation, the best way is to start with product innovation, so that products can talk and become content. Directly visualize and personalize the product, and realize the unique emotional connection with consumers. The product is the content, and it is the IP of the product. Character IP is also full of gameplay. People are not limited to designing a four-unlike doll for the brand. In order to make the characters more realistic, the combination of real people and virtual characters will be a new way of playing. For example, now real people bring goods, and enterprises use their own personal IP to bring goods, such as Dong Mingzhu of Gree and Liang Jianzhang of Ctrip. In the future, live delivery can also be combined with virtual IP. Enterprises should create a special virtual image of delivery and directly promote sales, which can solve many uncertainties of real people. This matter has already started. More corporate IP gameplay, continue to share next time.