Core Insights - The marketing landscape in 2025 is undergoing unprecedented changes, shifting from a focus on "price-performance ratio" to "emotional value" and "mind share" [1][10] - Brands are increasingly leveraging key influencers to drive word-of-mouth marketing and sales growth, emphasizing the importance of building relationships with these individuals [3][9] Group 1: Innovative Marketing Strategies - The campaign featuring actor Jiang Qiming for the yogurt brand successfully integrated humor and creativity, resulting in over 2.4 billion exposures and nearly 6.7 billion video views, with first-month sales exceeding 100 million [4] - The collaboration between Mayday and Starbucks utilized emotional resonance through lyrics, leading to sold-out merchandise and increased foot traffic in stores [7] - Haier's executives engaging directly with consumers through social media and live streams showcased a unique approach, resulting in over 4 million views and significant pre-sales of their washing machines [13] Group 2: Abstract and Meme Marketing - Abstract marketing, characterized by absurdity and unconventional methods, is gaining traction as a way to capture consumer attention [10] - Luckin Coffee's partnership with the popular series "Chang'an's Lychee" led to over 1 million cups sold on the first day, demonstrating the effectiveness of humor and cultural references in marketing [17] - Meituan's use of meme marketing during a sports event resulted in a significant increase in sales for local dishes, highlighting the power of cultural relevance in marketing strategies [19][21] Group 3: Emotional Connection and Consumer Engagement - The essence of abstract marketing lies in creating a "puzzle game" for consumers, enhancing brand recall and fostering a sense of co-creation [15] - The "golden four corners" model for successful marketing includes abstract deconstruction, meme interaction, emotional resonance, and cultural identity [22] - The shift in marketing focus from "what consumers need" to "how they express who they are" reflects a deeper emotional connection as the core competitive advantage in brand marketing [22]