Part 4: From “Modification as an Entry Point” to “Guide to Deepening”

What is effective in marketing is a two-step strategy: first prepare an “entry point” for the masses, and then guide them to the core layer. Moomin, Kitaro, and Devilman all embody this model.

• Moomin expanded its approachability through anime and goods, broadening the readership of the original novels. Now, many reading circles and study books for adults are published.

• Kitaro generalized the theme of yokai through nationwide anime broadcasts, and re-presented the worldview of the original in Hakaba Kitaro and theatrical versions.

• Devilman permeated the child demographic with the initial TV anime, and later delivered the dark themes of the original to a new generation with Crybaby.

What becomes visible through these is that the “entry point for selling” ultimately connects to cultural deepening.

👀 Even if the initial contact is light, people who want to know more deeply will appear. This is one of the ideal flows in marketing.

📌 A seemingly commercial “modification” results in becoming a “guide to deepening.”

(To be continued)

From the Marketing Seed Series: How about this article? →Seeds of Marketing 31: Briefing for Agencies (2)  Beyond Ambiguity — How High Staff Turnover Impacts Marketing Collaboration in Hong Kong

Reference Article:  Kellogg Insight “What You Need to Know about the Newest Frontier of Brand Storytelling”