Click to read the original article for details. IP is a brand in the social context. But IP and brand are vastly different. There is a saying in branding: A brand plan without a budget is hooliganism. IP is just the opposite. Money cannot buy IP. Because IP is a craft. When big brands seek "individual" influencers to promote products, you will find: In front of IP, no matter how strong the organizational power, it cannot defeat "craftsmen" like influencers. There are many theories and books about IP, such as "Super IP". However, there has never been a method that can successfully replicate IP. The book "Super IP", although its subtitle is "Super Special Methodology", is actually not a rigorous methodology. It has induction but is difficult to deduce. "Super IP" summarizes six elements of successful IP: continuous personification; unique content capability; potential value of self-topic; integration and good use of new technology; traffic monetization capability. Among these six elements, five can be replicated, solved in an organized way, with resources (such as money). However, personification is precisely difficult to solve with money. In the past, whether enterprises talked about scale competition or differentiation competition, they could use creativity or resources. Differentiation is physical or neutral expression, which can be achieved with resources and money. Wu Sheng said in "New Species Explosion" that personification or personalization "is to endow objects with human-centered emotion and value creation. From objects to emotions is an empathy process. This framework of equality from things to people, with the integration of personality, but things are things after all. If people are not autonomous, it will lead to not the brand helping you express, but the brand representing you. Personification attempts to avoid this result, requiring users of objects to develop themselves as independent people, not as consumers to be filled. Getting rid of the consumer role, people express infinite life consciousness through all things with their limited life, which is the proper meaning of object personification." Endowing objects with personification is too difficult. It is an artistic creation process, not a scientific thinking process. Since IP is personification, it becomes easier for people to become IP directly. Thus, people with distinct personalities, mastering the craft of spreading on the Internet, quickly become influencers and IPs. Craft beer Uberlau, at the 2018 Spring Sugar Fair, IP ignited. I discussed this topic with Uberlau founder Li Qing and teacher Fang Gang who served Uberlau. A returnee named "Princess Sissi" gave two speeches at the Spring Sugar Fair. Paired with the stunning packaging of "Fresh Draft Flash Delivery" and the scene of "Draft Beer Yellow Cart", the IP instantly ignited, catching the boss off guard. If the speaker were not "Princess Sissi" but the boss Li Qing, the effect might not have been the same. Because the speaker's personal charm is crucial. If there were no stunning "Fresh Draft Flash Delivery" packaging, but ordinary bottled beer. Or, even with the "Fresh Draft Flash Delivery" packaging, but without the "Yellow Cart" as a scene backdrop, it might not have ignited. Anyway, at the speech scene, I was attracted by "Princess Sissi", "Fresh Draft Flash Delivery", and "Yellow Cart", and I felt that Uberlau was about to become popular. Thus, one Spring Sugar Fair completed recruitment of hundreds of agents, possibly more than the total recruitment of other beer companies at the Spring Sugar Fair. Is there a pattern in this process? Of course. For example, since then, the beer industry is full of "Fresh Draft Flash Delivery" packaging, but there has been no second ignition. There is induction, no deduction. This is a pseudo-law. It seems reasonable, but cannot be replicated according to the law, that is, cannot be deduced. There are so many summaries of IP laws, but if they are only in the artistic category, they cannot enter the scientific scope. It is just a craft, cannot be scientific. Such laws may mislead people. The success of Jiang Xiaobai, IP ignition and traditional "lower body skills" are both powerful. There are many articles summarizing Jiang Xiaobai, and many imitations, but who has succeeded following Jiang Xiaobai's routine? Jiang Xiaobai founder Tao Shiquan said that if he did it again, he might not be able to create a second Jiang Xiaobai. Tao Shiquan is a person good at thinking on methodology and philosophy, and summarizing IP laws is also difficult. So when sharing the experience of Jiang Xiaobai's success, IP is something Tao Shiquan is reluctant to mention. But he has also proposed some concepts, such as "When the product comes out, the script comes out; when the script comes out, the IP comes out". When founding Jiang Xiaobai, Tao Shiquan had no resources. But Tao Shiquan has typical split personality traits, super emotional and super rational. Super emotional helps ignite IP, super rational helps the enterprise scale up. Jiang Xiaobai was ignited by social media, but now Jiang Xiaobai's communication is asset-heavy. Anime, TV drama placements, cross-border cooperation, these are resource-investment types, controllable, and can be solved with money. For IP ignition, money has little effect; for IP reinforcement, money can solve problems. IP ignition requires short-term explosive communication volume, such as tens of millions of communication volume, at least millions. Participating in the annual new marketing "Golden Angle Award" selection, I found that many communications with tens of millions of volume did not ignite. The current characteristics of IP ignition are roughly: an explosive content, viral spread in a short period, rapid ignition. Then it attracts self-media attention, forming secondary communication. This model, every day there are IPs igniting, but they are all accidental. But as long as there are enough participants, according to probability, there will always be ignitions. Like traditional media, every media has headlines every day, but some headlines can ignite. Why some communications with tens of millions of volume did not ignite is because they used money to "buy traffic" rather than viral spread. Can we continuously produce viral content? It's hard. After a short video of a company accidentally ignited, the company encouraged all employees, agents, and consumers to produce short videos, but never ignited again. Advertising communication, a slogan, an advertisement, meticulously crafted, costs a lot. Because a lot of advertising money is invested, trial and error is not allowed. If wrong, the waste is huge. IP ignition is largely the result of trial and error. Create countless contents, one ignites, and then it becomes famous overnight. Those influencers, like PAPI酱, play every day, and one day they ignite. Enterprises with money cannot play like this, nor are they allowed to use company money to play like this. The approach of Uni-President's market content department, I think, is a way to ignite with high probability. By establishing a "Content Dream Factory", employees and external people create content, and when there is traffic, they share dividends. This approach is still a way of playing probability. In fact, IP ignition is probability. But to have a high probability of ignition, first, bring in people who know how to play; second, let everyone play at low cost. Which content will ignite is left to heaven. Playing probability, this is the only way. This way, IP is still treated as a craft. This kind of play is called high probability. Probability, possible but not necessary. High probability, that is, a cognitive method based on the high probability of development of things, a cognitive means people have to adopt when their understanding of things cannot reach logical necessity. Contingency, probability, necessity. Probability exceeds contingency and is lower than necessity. For IP ignition, if you cannot pursue necessity, pursue probability. Source: Teacher Liu's New Marketing