Build a brand? -> it needs the accumulation of time
/ Jack Nicklaus — the color favored by a sick child — yellow knit
/ Paul Smith =! Kim Cheol-su
/ Red Door =! Banbang Intersection
/ Chrome Hearts = road manager
Communication and marketing departments are disappearing.
- Branding theory has moved "line -> square -> 3×3 match-the-words -> n × n -> hexahedron -> hexahedron × hexahedron -> 3-hex × 3-hex -> n-hex × n-hex"
You have to know it in multiple dimensions. You need study with people who bring diverse knowledge as background.
- Branding theory splits into the school of "David Parker (concept / how to spread it widely, how to quantify it)" and the school of "Jean-Noël (identity / how to keep it across generations)."
- Brand knowledge can't develop as an archive or timeline. The moment a strong brand appears, all the common sense from before gets rewritten.
So you have to build the ability to see from many angles.
E-commerce went from 0 KRW in '99 to 999 trillion KRW in 2012.
Movies: The Truman Show, The Talented Mr. Ripley, Cast Away
- They didn't lose their sense of reality, so the people inside couldn't recognize it.
coding inflection
When there are lots of search results, people believe that somewhere among them lies the truth.
Marketing ignores us and deceives us.
- How many main characters are there in Power Rangers?
- Trends? Collections? In the end they're just being played by fabric makers.
Words don't create "relationships" on their own.
- Japanese, "okyaku-sama" (elevate + look after)
- Korean, "sonnim" (guest)
- Abroad, "consumer" (waste -> consumer)
- Relationships and experiences are the desire to hold what money alone cannot buy.
- They're formed through shared stories, shared experiences, shared feelings.
- These become a "supernatural code" that settles into their hearts.
- Customers are not a target to be aimed at.
Branding is built through the relationship between product and customer.
And that brand experience differs from person to person.
- Harley = the moment you buy one, a relationship "begins," not ends.
- You have to understand why humans can't help being this way, why they can feel such things.
- The reason some people don't buy Samsung is the battery cover — it feels "like popping off a crab's back" (a sensory issue).
- Dr. Martens = blistered heels, a welcome-to-the-club.
- Canon doesn't make that crackling, noisy shutter sound like Nikon.
- In Cast Away, the scene of crying after losing Wilson.
Samsung is a company that wants phones as its main product.
Apple is a company that wants to change the world with phones.
Symbols
What is it about Pepero Day that makes you feel empty if you don't get one?
What is it about Converse that makes brides wear them to their wedding?
What is it about the college entrance exam that makes people give rice cakes or yeot?
Coca-Cola's counterattack (2000, blind-test round 2)
- Show the brand (Pepsi, Coke), then reveal the brain map.
- Just saying the brand name, and yet even the brain regions that drive primal decision-making light up.
Research for Bentley's royal warrant
- A car for the Queen; so she can step out with her hat still on.
- Similar quality you can find anywhere. But passion, knowledge, heritage, environment, relationships — those can't be replaced.
Language is the house of being. (Heidegger)
- The foundation of thought and ideology.
Timeless (unchanging value)
- Why pursue quality but refuse to switch to the latest advanced tools?
- Keep the exact same product as before (because the Queen must exist forever).
- Washing must be made through your four-year-old (a jeans company).
- National Geographic (content composed so it has meaning even if buried and discovered 100 years later).
- Ask your customer: "If we buried something with you when you died that would show who you were — what would it be?" ***
- For them, Converse and MY Converse, Apple and MY Apple, are different. ***
Early brand launch
- "You have to find the host" (open the bags of the people lining up for Apple's new product).
- "A brand is made through the relationship between user and user" — the kind that can generate stories.
- You have to find the fervent few who can feel the same sensation.
- Study how to share and spread their sensation and feeling most efficiently.
- Let customers create the story voluntarily; the supplier needs to provide the channels through which they can spread it smoothly.
Cities or communities
- Daksil Village (Kwon clan village) — "Butterfly Flower" — vanishes without bearing fruit. But it lets other fruits ripen.
- Basel, Switzerland (the only success case).
New brand — MARZ — rather than short-term revenue, run an ecosystem so that relationships form through me. ****
Fit (result) for (attitude) king (target)
Turning what has no obvious "pattern or structure" into a "coherent unity" — that is "concept."
It's the transcendence of concept and logic. (Leading the Revolution — Gary Hamel)
The migration of geese
- Invisible relationship; recognized from birth.
- There's a compass in the brain.
- Not learned, but felt from birth.
- Does your brand
let people feel a philosophy when they see it?
The invisible connections are stronger than the visible ones. ****
- OXO: a husband for his wounded wife. The question itself is the concept ("why does it have to be like that? Why not?"). The origin of universal design. ***
- Jony Ive — came out of toilet design.
- The truth of the market is not logic about knowledge, but obedience to intuition.
Identity
- Before and after 2005: text surpassed calls.
- The beginning of caller ID: identity starts to be shown; a phone became something you can no longer lend out.
Conceptio Dounini: the origin of "concept" — to hold within, pregnant.
- (Ad) "Design by California"
What a space gives off
- Smoking in the cockpit; Yi Sun-sin's inner-circle meetings at Unju-dang; unknown-whom meetings at Camp David — key figures at the White House.
- A space where no one comes, where even if I go no one recognizes me and I meet no one.
You only know when you do it. Start a business rather than going to grad school.
- As you only understand health by being sick.
- As you can bear a child, but being a good parent is a different matter.
- Only: know exactly why it failed, and have a plan B ready to recover with.
