A duang, let the spread into the nonsense

Today is a chaotic media era, with increasingly fragmented digital media, fragmented mobile social media, and the powerful creativity of young netizens, brand communication often encounters unexpected problems. Many brands are accustomed to the traditional brand construction and thinking of logic parallel to the Internet, but often found such a transplant, in the short term it is difficult to bring the effect of the brand, the long-term effect is often not textual research, forming a tiger in the state.

But as a brand operator, we will often surprise on the Internet fresh, popular, sudden, interesting and so on some new words, new concepts, new brands turned out, let us sigh the superb creativity, and even, some bigger very high words, but also to set off the national carnival campaign, How does a brand seize these instant bursts of pop? Each brand wants to be able to use hot spots to complete a perfect event marketing.

What we are going to change today is the way we talk to consumers and the audience logic behind the carnival of words in the internet age. Like 2014 years of "excavator who's strong?" The same, at first this is a very sarcastic words, but in the entertainment of netizens, to create a Shandong Lanxiang in the national brand influence, this is because the Lanxiang enterprises in the acceptance of the entertainment at the same time, but also appropriate to be entertained as the role of the entertainment of the protagonist, The negative news to the entertainment of the attitude into people's favorite "jokes", thus achieving the "strongest blue xiang" image.

Another 2014 years of "warm man" the word turned out, is a fan of thousands of women, but also to stimulate the male "warm male" image of the self-styled. In the "Warm Man" the word wantonly hit the occasion, many of the life products related enterprises have advertised a very "warm male" attributes of products, for example, family home on the emphasis on their own is a warm male brand, some clothing brands also launched the "Warm Male" transfer of clothing, directly stimulate the pursuit of "warm male" image of consumer demand, to seize the consumer psychological appeal, To achieve brand awareness and the expansion of the consumption quota.

Summing up these already popular cases, we often find the surprise infinite, but back to the creative world, the brand often feel that can not. Internet culture always comes without shadow (no Zuo) to go without trace (no Die), controversy, contrast and topic seem to be the core elements of a possible rapid fermentation of events, that is to say, there is no controversy, there is no marketing, brand is the product, it will not stimulate interest, when the brand becomes a story, the brand becomes a conflict, When the brand becomes drag, the spread effect comes out. For example, 2014 the sudden "juvenile" incident, several teenagers to appeal to Youku infringement, an extreme and contradictory obvious events, but the achievements of the three interests, the teenager gained visibility, Youku received a large number of clicks, but also helped the winner of the smooth listing of the stranger.

The internet age is challenging the logic of the brand as a digital Aboriginal person's imagination and perspective of the problem. Sometimes even beyond the brand's estimate, can catch the trend, or can be found in line from the point of transmission, good cases are actually few.

Today, an inexplicable "duang" became a hot word, by Jackie Chan endorsement of the ad was once again by the net users dug up to carry out a new round of spoof, netizens will this ad and Pommeron "My skateboard shoes" in God General synchronization into "My Shampoo", which, Jackie Chan in the advertisement to describe the hair black and bright a "duang" word with exaggerated gestures impressive, "duang" quickly become popular online language. Some say this could be a boost for Jackie Chan's new film, "The Lion of the day," it is also said that this is deliberately a dragon, and one of the Overlord shampoo so "lying also in the gun", of course, some people criticized this malicious speculation is "tacky", but anyway, "duang" on the popular.

The sudden popularity of "Duang" shows the communication context of the Internet era, and has entered into an unreasonable era of going to the center. In other words, you don't know where the origin is, but it's a fire. For brands, it is also necessary to rethink the communication strategy of how to "duang":

1, as a brand to always pay attention to the network topic changes. Attention to these hot topic changes, not only can find the point of the brand marketing, at the same time, can also timely response to the crisis. For example, "Duang" behind the gun of the Overlord shampoo, whether it can take this opportunity to "turn over"? And with the help of "duang" topic can have a deeper topic of play?

2, the spread of the small and unreasonable to deserve attention. In the internet age, spread more and more dispersed, you do not know who is the originator, but when it is fermented you will suddenly understand. To solve such a dissemination law, we need to pay attention to the prevalence of small groups, including even small interest groups, among the interests of some of the language and attitude.

3, the traditional brand marketing thinking simply transplanted to the internet, it seems that has not worked. Brand has a set of online accumulation and the traditional world accumulation of business logic, but in the Internet world, the discourse environment has changed, even if the same brand and brand to spread, in the internet world you need to use a different way. Being "spoof" does not mean "vulgar", is "entertainment" does not mean "stupid", and today for many brands, often not lack of "end" (shelf) but lack of "duang" (spirit).