Core Insights - The article discusses the evolving landscape of brand marketing strategies for the upcoming Year of the Horse, emphasizing the need for brands to move beyond simple phonetic puns to create deeper emotional connections and narratives [2][5][17] Group 1: Phonetic Puns in Marketing - Phonetic puns have become a standard marketing tactic due to their memorability and shareability, but as brands increasingly adopt this approach, it risks leading to creative fatigue and homogenization [2][3] - Effective phonetic marketing should serve value communication, integrating the zodiac element into the brand story rather than being a detached wordplay [5][11] Group 2: Cultural and IP Integration - Advanced brand marketing strategies are shifting towards nuanced scene insights and value anchoring, leveraging cultural symbols or high-energy IPs to enhance brand visibility [6][7] - Collaborations with high-energy IPs can facilitate "energy exchange," allowing brands to transfer recognition and goodwill from the IP to their own brand assets [7] Group 3: Long-term Brand Asset Development - The highest level of marketing not only utilizes cultural IPs but also transforms cultural symbols into brand assets, requiring brands to establish a long-term, systematic cultural expression framework [11][14] - Successful examples, such as Nongfu Spring's zodiac water series, illustrate how brands can create lasting cultural value through consistent and innovative engagement with traditional symbols [13][14]

Group 1 - The core message of the article revolves around the anticipation of a mysterious celebrity ambassador for the upcoming Guangzhou International Auto Show, with speculation that it is actor Louis Koo [1][2]. - The company, 乐道, will showcase its models L60 and L90 at the auto show, along with a special edition of the L90 [1][2]. - The promotional tagline "乐道的家，天天乐到！" has led many fans to humorously connect the celebrity to Louis Koo, with some even creating playful adaptations of the brand's logo [1][4]. Group 2 - The event is scheduled for November 21 at the Guangzhou Auto Show, highlighting the company's marketing strategy to engage fans through celebrity endorsements [2][3]. - The previous NIO Day event featured a similar strategy, where the first owner of the new ES8 was introduced with a pun on her name, indicating a trend in the company's promotional tactics [1].