Brand Marketing
Behind the Scenes: How 'Internet-Famous Brands' Are Actually Operated
The article discusses how to build internet-famous brands, highlighting the trend of differentiation among new brands: some old national brands are revitalized through IP empowerment, while many short-lived internet-famous brands fade due to lack of IP. It emphasizes the importance of IP in brand building, using game theory to distinguish between one-off and repeated interactions, and outlines three strategies for sustainable brand success.
IMS创始人李檬