The digital entertainment industry had burgeoned with the advancement in streaming media technology and the growing popularity of social media. In 2019, The Coming One, a musical talent variety show in China jointly produced by Wajijiwa Entertainment and Tencent Video, was approaching its third season, and audiences were losing interest. Danni Long, the founder and chief executive officer of Wajijiwa, was confronted with the challenge of determining how to strategically revitalize the show’s brand. The brand had been repositioned through creating, marketing, and monetizing content strategically on social media platforms. Would this strategy work for the next season or should Long find alternative strategies to inject fresh vitality into the original brand?
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