Part 5: Selling is Not Necessarily a Destruction of Value

In the process of a work selling, its essence may be diluted. That is certainly a subject of criticism. However, if the work survives through that modification, gets re-evaluated, and is loved across generations, perhaps it cannot be simply dismissed as deterioration.

Moomin, Kitaro, and Devilman all spread in a form that reached the masses first, and eventually, the value of the original was unearthed. A work’s brand becomes inherited in a multi-layered way by possessing a dual structure of “approachable surface” and “essential deep layer.”

This can be perceived not merely as “modification for selling,” but as “strategic evolution for being loved long-term.”

🌀 Spreading in a consumable form, and eventually reaching the essence. Such a process might be the key to rooting a work as culture.

📌 “Changing” is not necessarily “losing.” Rather, there are values that are protected by changing.

Reference Article: Forbes.com “Brand Evolution: When To Change And How To Begin”

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From the Marketing Seed Series: How about this article? → Seeds of Marketing 32: Briefing for Agencies (3)  What Makes a Great Briefing? Four Key Elements for Agency Success