Spacebranding

  Jooyun Kim's  Spacebranding vol.39 “A ‘good space’ for space branding is a Dionysian emotional space.” < 'Space' = 'Symbol of meaning'> Human beings think through 'words,' says psychoanalyst Carl Gustav Jung. Visual images are also like words. ‘Positioning’ is a term used to describe the concept of positioning a company, product, or service in the most advantageous place in the mind of the customer. Marketing theorist Jack Trout, who first popularized it, says: “The word ‘word’ is like the trigger of a gun, which triggers the meaning buried in it.” 1) The spatial image we see is something that replaces something that can be accessed with a purpose, a 'symbol' of meaning. German psychologist Rudolf Arnheim reveals that a person's reaction to the figure and the psychological state can be judged only by a drawing of a curved, smooth figure or lightning-like sharp figure on paper. If the clumsy graffiti painting on paper is the same, it can b...

Jooyun Kim's  Spacebranding vol.38   "Space branding is to build an authentic value experience that can be assimilated through space." <'Space' = 'Experience of authenticity'> According to Richard Florida, author of <The Rise of the Creative Class> says, the new generation of creatives expects “more active, authentic and participatory experiences” in “places that are more authentic, friendly, and natural.” 1) In fact, not only the creative class, but all customers expect the authenticity of a company or business. For customers, sincerity has become an important decision-making criterion along with the quality of services or products. 2) The added value of the future business will be in how to assimilate customer values and corporate values to recognize authenticity and lead to 'value consumption'.  The connection, the interface, is 'space'. Customers, who are the subject of perception, evaluate the company through authentic exp...