Over-Marketing
Many people who don’t understand marketing say that someone has strong marketing skills. But a good marketing strategy is to be “precise”—so that the general public can truly understand that IP, and “build trust.”
Over-marketing
is the key focus that the marketing industry has always paid great attention to and strongly tried to avoid.
To the general public, it will
🐾 cause aesthetic fatigue and resentment
🐾 damage trust (lose the sense of sincerity)
🐾 backfire from excessive packaging of the persona
Eddie Lam is a good example from Hong Kong entertainment.
Back then, TVB pushed him too hard—ads for him were everywhere. And since Eddie Lam didn’t really have the singing or acting abilities to back it up, the result was that he became the target on the front lines of public opinion.
At the time, I also found it really annoying. Even the tutoring teacher kept making sarcastic remarks about him.
In the end, he lost audience appeal,
forcing Eddie Lam to shift the focus of his career to Mainland China, and he disappeared from Hong Kong for nearly 10 years.
Now the Hong Kong “top-tier star” Jiang Tao is the same way—
besides his fans, everyone around him is annoyed by him.
Also,
Ba La Nuo E Mo made a major mistake.
He has been trying to copy the methods of Sun Ge and Bao Er Ye.
Like the hot pot gathering recently.
That clearly shows a lack of understanding of psychology.
Threat to Uniqueness
Everyone likes to be unique or has a “uniqueness” need. Just like you wouldn’t like it if your friend copied your clothing style, I also hate it when a former friend tried to copy my outfits.
This causes psychological backlash and psychological defense.
It may also explain why it triggers resentment from big shots.
Just like my own unique IP—my “Dog Bao is so handsome 🐕”—I don’t want others to copy it either.
Many people who don’t understand marketing say that someone has strong marketing skills. But a good marketing strategy is to be “precise”—so that the general public can truly understand that IP, and “build trust.”
Over-marketing
is the key focus that the marketing industry has always paid great attention to and strongly tried to avoid.
To the general public, it will
🐾 cause aesthetic fatigue and resentment
🐾 damage trust (lose the sense of sincerity)
🐾 backfire from excessive packaging of the persona
Eddie Lam is a good example from Hong Kong entertainment.
Back then, TVB pushed him too hard—ads for him were everywhere. And since Eddie Lam didn’t really have the singing or acting abilities to back it up, the result was that he became the target on the front lines of public opinion.
At the time, I also found it really annoying. Even the tutoring teacher kept making sarcastic remarks about him.
In the end, he lost audience appeal,
forcing Eddie Lam to shift the focus of his career to Mainland China, and he disappeared from Hong Kong for nearly 10 years.
Now the Hong Kong “top-tier star” Jiang Tao is the same way—
besides his fans, everyone around him is annoyed by him.
Also,
Ba La Nuo E Mo made a major mistake.
He has been trying to copy the methods of Sun Ge and Bao Er Ye.
Like the hot pot gathering recently.
That clearly shows a lack of understanding of psychology.
Threat to Uniqueness
Everyone likes to be unique or has a “uniqueness” need. Just like you wouldn’t like it if your friend copied your clothing style, I also hate it when a former friend tried to copy my outfits.
This causes psychological backlash and psychological defense.
It may also explain why it triggers resentment from big shots.
Just like my own unique IP—my “Dog Bao is so handsome 🐕”—I don’t want others to copy it either.
