Spacebranding

Jooyun Kim's  Spacebranding vol.12 "The unexpected space where customers are immersed is the highest level of emotional communication pursued by the brand." <Unexpectedness; A powerful feeling of novelty and impression> The Cosmopolitan Hotel in Las Vegas, USA commissioned New York design firm Rockwell Group to renovate the hotel's west lobby in 2010. The Rockwell Group explored the intersection of the physical space and the digital world in this lobby, creating an incredible immersive space that customers can't forget with digital media works that are not common to experience. The hotel used this space as a representative means of public relations, produced an introduction video, posted it on YouTube, and the words explaining the space are very interesting. ‘Curious experiences’, ‘curated experiences’, ‘inspirational experiences’, ‘new, unique, fresh’, ‘beautiful narratives’, ‘seductions’, ‘fun fantasy’, ‘charming and unique experiences’. All of these words...

  Jooyun Kim's  Spacebranding vol.11 "Design is like the soul of business". <‘Why’_The core of the brand> Management consultant Simon Sinek explains the equation for business success with the 'Golden Circle' diagram of three concentric circles. In the Golden Circle, the very edge circle is 'what,' the next inner circle is 'how,' and the last middle circle is 'why.' According to him, there is a pattern of successful people or entrepreneurs, and the pattern has three concentric circles. 1)  Golden Circle from simonsinek.com/commit/the-golden-circle He says this about 'work'. Both people and companies know 'what' they are doing, and some of them know 'how' to do it. However, very few people or companies know the 'why'. Some simply answer 'why' to make money. But making money is the result of 'work'. If the purpose of 'work' is money, that person or company can achieve its purpose b...

  Jooyun Kim's  Spacebranding vol.10 "People buy 'Meaning' rather than 'things'." <A brand is something that is created in the mind.> According to John Murphy, founder of Interbrand, a brand consulting firm that evaluates the value of hundreds of brands worldwide every year, a brand is a relationship between a company and its customers. “A brand is a relationship between customers and a company that creates future profits by securing customer preferences and loyalty.” 1)  What John Murphy emphasizes is that brands are the driving force behind a company's continued value creation.  Interbrand Best Global Brands 2020 The function of the brand is not limited to the commercial one. Its influence plays an increasingly important role in every conceivable field like politics and countries, sports, culture, education, travel, art, theater, literature, region, charities, etc. 2) What John Murphy emphasizes is that the brand is the driving force behind th...