Study book
Presentation content — The most realistic branding
https://drive.google.com/file/d/13NOVIhEFQG0hP27cQUqEMP7A7mQa9ONt/view
UXUI Hands-On Guide_Ch6_Byun Chanwoo_The most realistic branding.pdf
drive.google.com
An utterly personal short thought.
Background
During the book study, while organizing the book's content, I kept having "against?" takes on some of its content and cases. Instead of organizing, I ended up mid-self-debate.. and my notes were trending too negative, so I paused. First: finish summarizing the book. Then: look at why the negative takes came up, and sort the questions I threw not at the author but back at myself.
Problem framing
1 Why do people conflate branding with brand building / rebuilding (renewal)?
2 Why do people read branding as the higher-order concept?
3 Could we define basic processes, methodology, and tutorials for types of branding — product, service, space (landmark)?
Keywords
Fashion — attitude
Product — honesty
Service — sincerity, authenticity
Space — history
In common
Spirit, attitude, essence, authenticity, steady,
regardless of earnings, regardless of what anyone says — the attitude of the founder, the owner, the members.
Even when that attitude brings loss,
holding it anyway, stubbornly and foolishly.
Branding is not about the plausible; it's about genuinely that attitude and those actions. It has no interest whatsoever in how things appear. Like a person's attitude, or the properties of a scent — once it has seeped in, even the person themselves can't help it.
It has nothing to do with profit. Good influence can move someone's state or heart, it can sell pens, but preferences carry their own properties — likes always breed dislikes and pushback — so within infinitely competitive markets, the correlation can't always be positive.
For the same reason, a good service doesn't always make a lot of money, the way a good person isn't always positively correlated with being wealthy. And here — again, and more importantly — a property of branding that must not be overlooked: that good person, that good service, continues that attitude and care anyway.
