When it comes to "logical thinking", we immediately think of the founder Luo Zhenyu, a knowledgeable media person. He speaks in simple terms and has a strong influence in spreading knowledge, claiming to have millions of fans. Super symbols have a strong appeal in brand communication, which can easily launch large-scale purchase behavior and make consumers pay for knowledge. According to the data, in 20 13, logical thinking introduced the paid membership system, and 5500 members were sold out in half a day, and Luo Zhenyu easily earned10.6 million yuan a day. In addition, logical thinking also meets the three functions of "super symbol" mentioned in the book "Super Symbol and Super Creativity": reference recognition, information concentration and instruction transmission. Let me explain it to you one by one.
1, reference identification. As mentioned earlier, we mentioned the brand of logical thinking, which can be directly understood as Luo Zhenyu's "Logical Thinking without Thinking", and the quotation is very clear and unique.
2. Concentrate information. Logical thinking is not only a talk show, but also a lot of value information and element symbols, such as Luo Zhenyu's personal value, the masterpiece of knowledge sharing trend, the treasure house of knowledge to improve personal ability and cognitive level, the pastime in the fragmented information age and so on.
3. convey instructions. Under the influence and call of logical thinking, many young artists have become "intellectuals" and many upstarts in the workplace have become "lifelong learners". Logical thinking conveys the values of "knowledge is power" and the implementation of lifelong learning.
After talking about the three characteristics of knowledge IP, I will tell you what caused the fire of knowledge IP with the book The Birth of Great Ideas.
1, a creative combination. Creative programs are not necessarily born. On the contrary, many programs that are popular all over the world on the Internet are mostly creative combinations, which release amazing social explosion points by producing wonderful chemical reactions. For example, logical thinking is a selling point created by Luo Zhenyu in the form of video talk show, combining his usual reading comprehension, speech accumulation, brand communication and unique views on new media. Video talk shows were not uncommon at that time. Lao Liang's story was once the first on TV and Internet, but the output orientation of logical thinking is different from that of Lao Liang's story. With knowledge sharing and reading experience as its main goal, it has published a large number of its own unique opinions in various fields of knowledge, thus occupying a place in online talk shows.
2. Professional division of labor and cooperation. "Getting" App is another masterpiece of Luo Zhenyu after introducing logical thinking. It packs knowledge into products and introduces many popular products, such as annual subscription, listening to books every day, excellent courses, e-books and so on. Let me take listening to a book every day as an example to talk about the reason why "getting" App has become another super symbol. In the column "Listening to Books Every Day", five production links ensure the quality of output: well-known editors choose books-professional authors interpret and write articles-experts review manuscripts-specially invited sound engineers record. Every link is carefully crafted, and the meticulous division of labor and cooperation allows the audience to present the wisdom of experts and scholars from all walks of life.
3. Interrelation of knowledge. In The Birth of Great Ideas, a "four-quadrant diagram" is mentioned, which is used to analyze the 200 most important innovations in the past 600 years. The fourth quadrant is "non-market, network", which can best describe the fields where creativity is booming at present. Getting an App is undoubtedly a pioneer in this field. Luo Zhenyu launched the App at the end of 20 15, and then broadcasted the logical thinking of the fifth season on the App alone, completing the transformation from personal value dissemination to helping professionals in many industries to export value. Now, App is a sacred place where a hundred schools of thought contend. Many famous scholars export value on this platform, including free resource sharing such as logical thinking and Xiang Li knowledge reference. There are also various forms of knowledge payment. Freedom, creativity, knowledge and inspiration are constantly colliding and fermenting on this platform. Relying on the huge community accumulated by logical thinking before, the influence of App is gradually covering more people of all ages.
Many times, we only see the enviable liquidity of knowledge-based IP, but ignore the characteristics and logic behind it. However, if you want to be the next generation IP, you need to know this knowledge.