How Black Myth: Wukong and TikTok Mastered the Underrated Art of Positioning

In today's hyper-connected world, where content is constantly bombarding consumers from every direction, the art of positioning has never been more critical. Black Myth: Wukong is a prime example of how positioning can uplift a great product into a global phenomenon.

When Game Science announced Black Myth: Wukong, the gaming community took notice-not just because of the stunning visuals or the innovative gameplay, but because of the name itself. The inclusion of "Black Myth" in the title was a stroke of genius. It immediately differentiated the game from the plethora of other Wukong-themed content, including Stephen Chow's film Journey to the West: Conquering the Demons and other games that have tried to capitalize on the same lore.

The name "Black Myth" adds an element of mystery, darkness, and intrigue, setting the stage for a more intense take on the classic story. Players will find themselves controlling not the fabled Sun Wukong but instead a similar anthropomorphic monkey character, the Destined One.

This character is tasked with the mission of collecting the legend's scattered relics in an effort to restore him to power, providing players with an experience that feels both new and deeply connected to the traditional lore. Without this critical decision, Black Myth: Wukong might have been lost in the shuffle, especially among players who are familiar with the original story.

TikTok and Temu Case Studies

Let's compare this with other successful Chinese brands like TikTok and Temu, both of which have mastered positioning but in very different ways.

TikTok's tagline, "Make your day" is simple, catchy, and universal. It positions the app as a source of daily entertainment, something light and fun that fits into everyone's life. This branding strategy has been a key factor in its global success, making TikTok a household name across diverse demographics.

On the other hand, Temu's tagline, "Shop like a billionaire" is memorable but presents a different kind of challenge. While it effectively communicates the idea of affordable choice, it seems increasingly out of step with global concerns about sustainability and conscious consumption. As consumers become more aware of the environmental impact of their shopping habits, Temu's brand message may need to evolve to stay relevant.

This is where so many brands-whether they're in tech, retail, or entertainment-get it wrong. They focus on what their product is, rather than what it means or represents to the consumer. Branding isn't just about standing out; it's about standing out through unique positioning, connect on an emotional level, and create an experience that resonates long after the initial engagement.

The Takeaway

The lesson here is clear: branding and positioning are not just about clever names or catchy slogans. They are about understanding your audience, differentiating your product, and creating a narrative that people want to be a part of. Whether you're launching the next big game, a new social media platform, or an e-commerce site, how you position your brand can be the difference between success and obscurity.

Black Myth: Wukong has shown us that even in a market saturated with content, there's always room for something new-if you know how to position it. As brands navigate an increasingly complex global landscape, the importance of a strong, clear, and strategic brand message cannot be overstated. In a world full of noise, be differentiated and magical to become the myth that everyone wants to believe in.

- Momentum AI Communications
- 2 Venture Drive #14-02 Vision Exchange S608526
- Jaxon Tan, Lead Consultant
- Jaxon Tan, Jaxon.tan@momentumai.co

Momentum AI Communications[https://momentumai.co/], a boutique PR consultancy based in Singapore, is on a mission to simplify science and spark engagement. We are dedicated to helping deeptech and biotech companies stand out, build trust, and grow faster.

Seeking to sharpen your company's positioning? Contact our founder, Jaxon Tan, on LinkedIn [https://www.linkedin.com/in/tanjx/].

This release was published on openPR.