Source: IP Egg Fried Rice
In the past month, like a roller coaster, there have been three positive or negative personal IP cases that have caused a sensation across the country-
First of all, Lei Jun's success at the Xiaomi SU7 press conference showed the great power and charm of personal IP, and also made it the most popular academic for entrepreneurs to do personal IP.
Then Zhou Hongyi took this opportunity to emerge through various events and became the most popular entrepreneur personal IP after Lei Jun.
Then, it was the outbreak of Baidu's public relations No. 1 position in the quiet affair, in order to make a personal IP, she took a class to lower the price for herself, bought a ready-made account, and said domineering royal sister-style PUA words on the video, which led to her own light-speed collapse, and also made the reputation of the big factory that was once famous for "Baidu understands Chinese better" suffer another heavy setback.
The three cases represent the achievements, exploitations and collapses of individual IPs.
Among them, Lei Jun's case represents the full combination of entrepreneurs, enterprise value and marketing tasks, and also successfully completed the mission;
The case of Zhou Hongyi is a combination of spicy personal style and event marketing, which is very useful for entrepreneurs who have made efforts to create personal IP in the middle of the journey.
As for Xuan Jing, I personally think that this is actually a drama that is far more important than the substance, which is actually quite absurd and bizarre, and it is the best annotation of "the world is actually a big grass stage team".
Below, I will carefully interpret the three cases one by one with Xiaohongshu-style graphic cards.
1. Lei Jun
Let's go back to the roots, starting with Lei Jun's love in his youth, because this will lay the foundation of a person's character and the wheel of fate.
Then, it tells about the failure, helplessness and persistence of Lei Jun's long-term confrontation with giants in the Jinshan era, which actually determines that Lei Jun will naturally choose the most powerful opponent as the object of learning, imitation, and challenge and transcendence at the same time.
And Lei Jun's character is a science and engineering geek + Uncle Nephenan.
The source code of each IP is a dual-energy co-endowment of emotional energy and cultural energy, and this page is to analyze the two energies behind Lei Bing's military design and actions.
Here's how to learn from Lei Jun, how to form emotional resonance with the public, how to give full play to the charm of his own tech geek culture, and. How to return to the "firstness" of things to analyze and solve problems.
And how to change the traditional marketing ideas, how to do self-media seriously......
Second, Zhou Hongyi
Let's talk about a story about playing live CS games with Zhou Hongyi in the wild in Beijing, from which his personality traits can indeed be clearly seen.
Let's list a series of events that occurred in Zhou Hongyi's resurgence......
Summarizing the character design of personal IP, it is different from ordinary entrepreneurs, but a hybrid of a bandit and a real physical mecha warrior......
Discover his marketing strengths......
Here's how to learn from Zhou Hongyi, especially how to put down your body, not pretending to be improper, and the style of a civilian fighter.
And how to face controversy, an event marketing is just a point, the real story is a story created with oneself as the center.
III. Jingjing
Let's start with what happened.
To be honest, I'm a little deeply puzzled, why should a personal content of Baidu public relations No. 1 be a workplace PUA? This is a far cry from Baidu's technology culture.
Doing workplace content has to be so deliberately ruthless, which is completely an amateur approach, which is very inappropriate for a large factory like the company, and it also seriously hits the emotional value.
The letter of apology for making up for the cliff afterwards just let the water boil, and it was too late.
How can we learn from the tranquil incident? The first is not to destroy the emotional value of the masses; Then don't do the positioning of elite culture, and make both of these mistakes.
In terms of self-media content, attitude is always more important than factual statements, and in terms of materials, Xuan Jing takes materials from the contradictions and unhappiness at work that make people feel incredible, these are all things with negative value and even negative energy.
These three cases not only demonstrate the power of personal IP, but also remind the risk of doing personal IP.
Previously, I talked about the power of personal IP in the article "How to Shape the Personal IP of Entrepreneurs", and now I will talk about the risks and how to avoid them——
1. Entrepreneurs should understand that it is better to show weakness than to show strength, and self-deprecation and self-deprecation are easier to attract fans than narcissism, and can also stimulate people's empathy, and it is easier to get everyone's understanding and help when encountering risks and black spots.
2. The executive's personal IP can be done, but it can't be done like Xuan Jing, either without endorsement by his company identity, or without touching the company's internal topics; If you want to do it in the name of the company's executives, you must be cautious in your words and deeds, and you can't open the box by yourself.
3. The personal IP of executives and the personal IP of entrepreneurs are not the same kind of organisms. The best executives' personal IP identities are experts, scholars, and service providers, not workplace overlords.