Crisis Communication: Protecting Image Assets
This Ziyu case study explores how to protect “non-negotiable” image assets in a PR crisis—and why preserving these traits matters for long-term brand value.
English Posts
You Can’t Control the Narrative—But You Can Control What You Leave Out
In a crisis, you can’t fully control how others tell your story. Ziyu’s choice to leave things unsaid shows how intentional silence can keep the narrative in your hands.
The Long Tail in China: How Some Brands Stay Visible While Others Fade
This piece explores the long tail effect in China—why some brands and celebrities stay visible while others fade, and what it means for marketing strategy.
He Didn’t Act Like a Charisma Demon—People Just Made Him One
Ziyu didn’t over-explain or push back during his public scandal—yet somehow, the public sided with him. This article explores how audience projection and strategic restraint created what many now call the “charisma demon” effect.
Intro: Why I Write About Content Platforms
Where you publish decides who sees it—and whether it gets seen at all. That’s why I write separately about content platforms.
Intro: Why I Work on SEO Strategy
I didn’t start out in content, but I found SEO fits how I think—structured, user-driven, and long-term. This is the starting point of my focus.