Articles by 胡喆001

Why “Interesting and Informative” Is Not as Good as “Useful and Effective”?

In an era of rising new consumption, many believe brand communication should be “interesting and informative,” as exemplified by Douyin's “interest e-commerce” and Bilibili's “informative” UGC content. However, the author argues that this logic is flawed, and that “useful and effective” repetition, as seen in elevator ads, is more powerful in building brands, based on the first principles of brand communication and Kahneman's dual-system theory.