(1) Reason * * *

② Shaping the sense of collective identity,

These two are intrinsic values.

Externally, it is a cultural symbol.

Form a unique cognition.

The relationship between cultural symbols and social currency is complementary. First, only when it becomes a social currency can it be recognized as a cultural symbol. Second, it may become a long-term social currency with the characteristics of cultural symbols.

Character image, prop ceremony and scene situation are the most important expressions of cultural symbols, behind which are emotional and cultural forces.

① Roles and images, including various anthropomorphic images, anthropomorphic images of animal pet robots, and less anthropomorphic images and elves.

From virtual idols to Guevara and Monroe, from Pikachu to Yong Zhengdi in the Forbidden City, from Superman Spider-Man to JD.COM's happy dog, from robot cat to Kumamon, from Dong Mingzhu to Michelin tyre uncle, they are all cultural symbols with character images.

(2) Scenes, ceremonies and props, including Hogwarts College, wands and spells, including spaceships around the earth, including the little red flowers and the iron throne mentioned in this article, including moon cakes we eat in the Mid-Autumn Festival, fireworks set off in the Spring Festival and so on. These are materialized cultural symbols.

As long as we create cultural symbols, we can have better brand appeal and communication power, because all social interaction, community sharing and love to buy are actually around cultural symbols.

IP is a cultural symbol, and brand IP is a brand with cultural symbols, which is more practical and easier than super IP.

IP brand is expressed by cultural symbols.

Ordinary brands are mainly expressed by advertising language.

Why do brands need advertising language? Because advertising language can explain brand values and the reasons why consumers choose brands.

But IP often does not use advertising language, so what is the value of IP?

It is presented by cultural symbols, which have strong cohesion and emotion. It is often not just a cultural symbol, but a set of cultural symbol systems.

The difference between cultural symbols and advertising language is the most obvious difference between IP and brand. IP relies on cultural symbols, while brand relies on trademark+advertising language.

Brand positioning can be expressed by advertising language, while IP positioning cannot solve the problem by advertising language. Advertising language is often useless, even cumbersome and counterproductive, so if someone tells you that you are doing IP, you can solve it as long as the image+advertising language, which is deceptive and cannot be solved.

Here is the difficulty of IP: it can be solved not by making a valuable advertising language, but by making a cultural symbol with emotional positioning and opening the subconscious.

Foreign film and television animation often attaches great importance to the creation of symbols, so it is easier to have lasting influence. For example, the Pixar animation Soul, which is now being shown, has a coincidence consisting of 6+ 1 concentric circles, which represents the cultivation and sentiment of the soul. If these circles are not all lit up, the soul will not be reborn as a human being-

The symbol "Little Red Flower" has a collective memory and can be linked with the inner childhood learning of every China person. In the film, it has the originality of the situation, and because of the combination of design originality, cultural collective memory and situational originality, I believe that "Little Red Flower" as a cultural symbol IP can develop independently for a long time, because it comes from the story and can surpass the story.

This is the magic of cultural symbols. It can be a symbol of communication and communication, representing a certain emotion, a certain culture, a certain value, making people believe and love, showing themselves and finding the same kind, and becoming a symbol of exchange value (social currency).

From a commercial point of view, I think this little red flower has become a brand and many commodities, and it has been in business for a long time ... Of course, this operation is not an ordinary content authorization, but a long-term brand operation with the symbol of "little red flower" as the core rather than the film as the core. Through careful selection and careful production of products, it has become an IP brand.