3 6 Ke·2025-10-30 02:34Core Insights - The article discusses a new phase in product communication strategies, where brands leverage B2B approaches to create curiosity and engagement before reaching consumers [1][2]. Group 1: Case Studies - The Gaode "sealed building" incident exemplifies how ambiguous information can generate buzz and speculation, effectively engaging industry insiders and media before a broader audience [2][3]. - Quark's "C Plan" represents a strategic positioning experiment within Alibaba's ecosystem, aiming to establish a new entry point for AI assistant branding [4][5]. - Anthropic's "Zero Slop Zone" event in New York serves as a cultural experiment, encouraging reflection in a fast-paced AI environment, which successfully attracted attention from creators and media [8][10]. Group 2: Communication Strategy - The article highlights a shift from merely outputting content to designing communication structures that provoke discussion and signal trends [7][20]. - The "B-driven C" model emphasizes the importance of engaging industry influencers and creators to amplify brand messages, rather than relying solely on direct consumer outreach [12][13]. - The Artisan AI campaign challenges societal norms about work, using provocative messaging to ignite conversation and engagement within the tech community [15][18]. Group 3: Key Actions for Brands - Brands should identify key nodes within their target audience, such as industry media and creators, who can effectively drive discussions and trends [24][25]. - Creating signals that provoke curiosity is essential for initiating engagement, whether through unique events or unconventional messaging [26][27]. - Controlling the communication rhythm is crucial to maintain interest without crossing into controversy, ensuring that the narrative remains positive and engaging [28][30].