브랜딩 및 마케팅: 성공을 위한 종합적인 전략

15년의 마케팅 경력을 가진 CEO는 현재 브랜딩 컨설팅 회사를 운영하며 협업과 내부 브랜딩을 강조하고 있습니다.

### 성공적인 브랜딩 및 마케팅을 위한 전략: CEO의 책과 경험에서 얻은 교훈
* 📖 주로 패션 업계에서 15년간 마케팅 경력을 쌓았으며, **2018년 GFG라는 회사에 입사**해 공간 브랜딩을 담당했습니다. 현재는 **준양좋은이라는 작은 컨설팅 및 브랜딩 회사를 운영**하고 있으며, 자신의 브랜드를 론칭하기 위해 준비 중입니다.
* 💡 CEO는 브랜딩을 부모의 역할과 유사하게 **브랜드에 가치, 정체성, 성장 방향을 심어주는 것**으로 보고 있습니다. 그는 **브랜드의 성장 방향과 내부 브랜딩을 계획하는 것**이 중요하다고 강조합니다.
* 🍔 CEO가 GFG에 합류했을 당시 회사는 초기 단계였으며, 그는 **매장 실적 개선을 위한 전략**을 수립하기 위해 **판매 데이터를 정리**하는 데 집중했습니다.
* 🎁 CEO는 **'행복'이라는 키워드를 브랜드 아이덴티티의 핵심**으로 삼고, 브랜드 제품을 선물로 주고 인식하는 전략을 실행했습니다.
* 💰 긴 줄로 인해 식사를 하지 못하는 고객들을 사로잡기 위해 **테이크아웃 메뉴**를 도입하여 매출을 크게 늘릴 수 있었습니다.
* 🦋 CEO는 팔로워 수가 적더라도 팔로워가 인플루언서라면 상당한 영향력을 발휘할 수 있다는 점을 인식하고 **'인플루언서 중의 인플루언서'**를 타깃으로 삼았습니다.
* 🤝 CEO는 성공적인 협업이란 **브랜드가 서로의 강점을 활용**할 수 있는 상호 유익한 관계와 환경을 조성하는 것이라고 믿습니다.
* 👕 한 패션 브랜드와 협업하여 700여 명의 직원에게 감사의 표시와 자존감을 높이기 위해 **브랜드 잠옷을 제작하여 제공**한 것도 영향력 있는 협업 중 하나였습니다.

Hello, CEO. Nice to meet you. I already knew you well before. Oh, really? You've had a lot of YouTube interviews, and you've also given interviews in places like FMB, right? It was quite insightful. And you've recently published a book. I read it all in just one day. Oh, it's not because the content of the book is too short that you read it quickly, right? I don't think so. The book actually came out in a small format, but I felt it was packed with content. Thank you. Those who watch my channel may not know much about you yet. So, what do you do, CEO? First of all, I have been a marketer for 15 years, mainly in the fashion industry. Then in 2018, I joined a company that you probably know as Noted Downtown, now known as FMB.

I used to work in branding or marketing, but recently, I have been working on spatial branding at a company called Glow Seoul. Just like in branding and marketing, now I am running a small consulting and branding consulting company called Joonyang Good. I have founded it, and currently, I am assisting various brands with brand consulting and advice. Along with that, I am preparing to launch my own brand. If you mention that you have worked on marketing or branding at a well-known brand like Glow Seoul, people may wonder what exactly you did. I have read your book and understand what you have done, but it would be great if you could talk about those aspects. In fact, the word 'branding' itself has become quite popular these days.

I feel like there's a lot of hype going on. Just about 10 years ago, the word marketing was very hot, but now it seems like what was hot in marketing has transitioned to branding. However, the branding that I am thinking of is somewhat the direction that the brand is aiming for, then the values that the brand should have, and I believe they match very well. So now, when I express branding as a child while working on GF or Glosor's CM, I think of the role of a parent for this child. I think that the parent and the brand have a similar role. I instill values in this child, then identity, and show the direction in which it should grow, creating opportunities for this brand to grow healthily. And in line with that, this child

It's time to work hard, grow well, and have a cool performance to show to many customers or users externally. While taking on this role together, I have been in charge of marketing to inform them. Internally, I have been planning how this brand can move forward in what direction, become much stronger, and then grow healthily. It would be even better if you could understand me as someone who has planned this. Oh, then, even though it was mentioned in the book, when I joined gfg, to be honest, gfg was not a big company. It was at a stage of starting as a rather small company. So, when you joined at that time, it would be nice if you could talk about some things as examples. I mentioned that I am currently working in consulting. When it comes to branding consulting, it's really cool.

Many people think of creating a brand, but I see it more like a personal trainer. Because everyone knows that working out hard improves your body, right? But how to exercise effectively, what diet to follow, and then, someone needs to push you consistently. Just like when I joined GFC, I had a similar role. The CEO gave me a great offer, saying, Let's try something fun together. Do what you want. So, I joined, and when I entered, I was actually the first member at the headquarters. There were only store staff. So, there were almost no company systems or documented procedures.

You have to think that there is no fmb, most of them are fmb, but in fact, most of the external dining brands, rather than office workers, the players are born first. Even though there were about 450 employees, there was an office, but there was no office worker to manage it. However, the first person to enter the office like that was even a marketer, so I thought a lot about what I should do. The first thing I did at that time was to organize the sales. So, in fact, the job of a marketer is often thought of as creating a cool strategy and then making sales through marketing, but before making such a strategy, what needs to be done first is collecting data and processing that data to figure out how to approach the target. It's important to strategize, but since there is no information about that, I...

I think I had to make it, so the first thing I did was to create sales data by scraping and collecting sales data from all stores for about the past year. I started creating daily, weekly, and monthly sales data, and then moved on to creating fluctuations related to sales. By looking at that, I started analyzing why the sales this week dropped a bit compared to last week. Oh, the reason for the drop in sales this week was because there was a lot of rain, or maybe there was some other issue. As I started analyzing these factors, I began to find the average sales and then moved on to finding the balance in this company's stores. Ah, so in this store, sales drop during certain hours. Then, I should implement something like happy hours or promotions to increase sales. For stores with very high sales, the food quality might have dropped, so when there are issues regarding quality, it's important to communicate with people.

I had to do things like manage the part of the store that could improve the quality. In fact, if you say it's a marketing team that a typical company thinks of, then, speaking in terms of fashion, there are products that need to be sold a lot in large quantities this season, right? So, they come up with strategies on how to promote and sell those products quickly and end them first. When I moved to that known company at that time, since the organization was small, I actually had a lot of fun working. Unlike the performance in a corporate setting that I had experienced before, I went to the store, washed dishes with the staff, stayed up all night drinking with them, listened to their complaints, thought about how to help them, fought with them, and worked much closer to the field.

As I did it, the aspects of this example and the things I have to do became much broader, becoming a great nutrient for me, and I thought at that time, Oh, I'm not just in marketing, but I'm a person who does branding. I realized that I am the one who depicts how this brand grows, how it is perceived by people, and how, within this, the members of the organization come together and grow through internal branding. Thoughts began to take shape, and around the end of gfg, I was leading a book club called Trevall, and as the club leader, when many people gathered to talk about the topic of branding, I listened and thought, Oh, I really liked doing this kind of work, and I was good at it. It was a moment of reorganization once again. Then I realized that I really love branding, and that's

I realized a little later that if I really enjoy my work as if it were my calling and live diligently, I am a person. For small business owners and self-employed individuals, some may know about GFG, and others may not. However, could you introduce a few examples of what you did during your tenure to the CEO of GFFG, the brand you represent? One known company is Good Food 4 Good, which means committing to good food for a long time. In fact, when I joined the company, there wasn't even a company name. That was the case back then. The main brand at the time was called Down Tara, followed by Little Rick, which served American-style home-cooked meals.

There was a mini restaurant that was promoted, and there were three noted brands. Downtown was already a handmade burger place so famous that people lined up, and Little Luck started to gain popularity after being exposed to SBS's Suyomi Sigye. In fact, there was a lot of concern about whether to eliminate the noted UN brand at that time, or whether to maintain the brand, or even to move its location. Yes, in the cafe industry, when we have conversations like this, ordering coffee, the boss says 5,000 won, I say 5,000 won, then if we order a 5,000 won dessert, the average customer spend at a table of three would be around 15,000 won. But we talk too much, so in an hour...

If there is a table, it is tied for two hours for 15,000 won. The turnover rate decreases too much. However, there is a table in the cafe, and when it makes one full rotation, it generates sales of exactly 150,000 won. The cafe operates for a maximum of about 10 hours a day, so it only rotates about five times. So, roughly, sales of about 750,000 won come out in a day. If we say we do it with 750,000 won for a month, which is 30 days, it would be around 22,500,000 won to 23,000,000 won in sales. But then, the rent of Dosan Park is almost 7 to 8 million won, and the labor cost is almost around 30 million won, or sometimes it goes up to 23 million won. After that, there is no money left. Sometimes it was even in the negative, and sometimes it barely crossed over. But during peak hours, there are always people.

If it's big, clearly others would think, Wow, that's doing really well. But when you look closely, there's no money left. So, I started to worry. Should I maintain the brand or change it to something else like food or other things? The average customer spending is not good, and the turnover rate is also very low. I was thinking about how to handle this, and what came up was takeout. At that time, with the rise in popularity of Olive Tea and various FMVs, the perception of lining up to eat at restaurants became very strong. Secondly, cafes and dessert shops are everywhere now. If there are famous ones around, people say, Let's just go there, or Let's go somewhere else if there are many here. Therefore, when our noticed customers come, they look inside, and if it's full, they turn around and go somewhere else. Those people, I want to catch them somehow. I'm thinking about what to recommend to them or what to send them away with.

I worked on planning that menu with the CEO, which was a takeout menu. So, we were thinking about what kind of takeout menu would be good. At that time, we developed a Churros for the Camellia representative we are working with now, and then we also made yanggang (a type of Korean sweet) and considered making a Baeul (Korean traditional snack). We thought about various things. We were thinking about what would be good for takeout. We were pondering about this. However, in downtown, everything is American style. The most representative American food is hamburgers, and Littledo is also American home-style food. So, we had to make American-style desserts. We were thinking about what to make, and that's how the Naughty Donut was born. But it didn't sell well, so how sad it was. Oh, we made this thinking it would be a hit, and then it didn't sell well.

I hope you are happy. So, in the box, there is a bright smiling face, with a tongue wiping off the cream like this, making that smile. It's not just a smile, it's a box filled with happiness that we made. Even if we make a box filled with happiness like this, will customers buy it? No, they won't. Because they can feel your happiness. But then, how can we deliver this happiness? I think I started to worry about that since then. So, making this, developing menus, designing boxes, designers did that, and then, we all worked on menu development and R&D together. But once it's launched, from there, promoting it is the role of marketers. In most companies, when sales are not good, marketers are often under a lot of pressure. Maybe it was because you couldn't promote it properly. There could be various reasons, but now, I also have to feel that pressure.

It became a situation, and I wondered how this could receive a lot of love from people. I used the keyword happiness, but what I always thought about was, when defining the identity in branding, in what direction should I take it? However, I need to connect that to my empathy. Empathy is actually difficult to do if I call something empathy for others that I have never experienced or empathized with. I always base my strategies on things I have experienced and empathized with. I think about when I was happy, and after much consideration, I realized that during Christmas, being with my warm family was very happy. One of the insights I gained from there was gifts. Giving and receiving gifts were special acts.

No, but it's very warm, and then there's a sense of happiness in the act of giving and receiving. Oh, giving and receiving gifts itself brings me happiness. Then I thought, I wish people would perceive this as a gift. So, even if I write a post on social media, I say, Share happiness, give happiness. Share this with your loved ones. Be happy. I kept using these keywords and actually gave a lot of gifts to the people around me. How did I give these gifts? I gave two boxes of assorted snacks. Usually, people give one box, right? Yeah, but I asked, Do you eat a few donuts? Honestly, I can't eat a lot. I'm the type who can only eat one slice of pizza. Oh, really? Then how about just one donut? So, if you receive two boxes, that's a total of 12 items.

What kind of feeling do you think you'll have? How should I handle this? I felt the same way. Those friends all tried to kill me. I can't eat all of this. Why were they so nice to me? When I say something, one box is a gift I give you, eat it deliciously. I just hope you enjoy it. The other box, when you meet someone for dinner tonight, or when you go home, I hope you give it to someone. So, there are exactly two types of gifts for me. There are givers and takers. I wanted to feel both of these feelings. Oh, I hope you feel happy receiving and giving. So, what's more fun when you actually do it is, these days, I'm doing something like an influencer, sending out guides and lots of posts. I didn't do those things at all back then.

I just gave it from the heart, if they like it, they post it, if not, they don't. The interesting thing is that the person who received it from me doesn't post it, but that person takes it and gives it to someone else. That person posts it. Right, because the CEO is also the one who created it, and it's like being in the position of an advertiser for that brand. In that sense, they don't have to feel pressured to post it. They can say, Don't post it, it's okay. There were no guidelines like that, but I'm so grateful. Some friends post it as a gift, but of course, the recipient naturally feels thankful for the gift, so they post it. So, it's not just about recognizing it as a donut, but as a gift that is passed on to someone else.

Now, gift-giving has become an action. Someone gives a gift, right? These days, Kakao Gift is so convenient. It has become very easy. But in the past, it used to be very stressful, wondering if it was too expensive. But I think Noted Donut was priced just right. It's in the late tens of thousands to early twenties of won, not burdensome. And the box is pretty too. When you eat something sweet, you feel good. So people started giving gifts like that, using them as gifts. It's like magic, something amazing happened. Actually, I didn't plan this, but later, we found out why it turned out so well. Like you said earlier, what was it?

You said you can only eat one or two doughnuts, right? Naughty Doughnuts cost between 3,000 and 4,000 won each, and a box contains six. So, with six of the 3,000 won ones, it's 18,000 won. The average customer spends about 18,000 won. However, most people only eat one or two, feeling quite satisfied with spending around 6,000 won. Then, if you eat the remaining two the next day, fried foods lose their taste. So, you end up consuming another 6,000 won for that mediocre taste. You will probably end up throwing away the remaining two because once you move on to the next car, you can't eat them anymore. In that situation of fried food getting cold, you think, I spent 18,000 won, but I only feel satisfied with 6,000 won. After feeling just okay with the 6,000 won satisfaction, you end up throwing away the rest, not feeling like eating for a while. But the moment you give it as a gift to someone, they will be so excited.

Seeing them happy after receiving it gives me a sense of satisfaction, and I want to do it again. That satisfaction, well, I can even provide it tomorrow morning. There are even people like that. I have a meeting tomorrow, so please take care of it in the morning. I prepared it in advance, and then another meeting came up in the afternoon, so please take care of it again. That's why some people spend over 100,000 won a day on gifts. It was also fun that some customers came to the store opening and bought boxes at the same time. They buy apples to give as gifts, right? Yes, they won't eat a box alone. There are people who buy boxes one by one. What's interesting is that even though they are probably doing very well, a cafe that makes about 100 million won in sales per month needs to sell almost 3 million won a day. As I mentioned earlier, there are 18,000 won in one box, so if you sell 100 boxes, that's 180,000.

If the cost or revenue is like that, it's a very comfortable day to do business when you open in the morning and almost reach the target revenue of 3 million won for other cafes. So, what we initially worried about was wanting to generate more revenue than just from small tables, so we thought about take-out. Not just taking what you will eat, but giving it as a gift to others creates opportunities for them to buy more, which leads to explosive revenue growth. People gain energy through that and talk to each other, making the brand much healthier. When I look at the slightly gift-like box of Noted Donut, I see many people around me who run cafes closing down, but those who are doing well without closing down always have their own.

There was a gift box, and they developed it, did a lot of marketing and branding activities to spread it widely. But now, even in books, it seems like there is such content. When I left the donut box in the office, the juniors and employees ate it and said, It was really delicious, making the person who gave it feel happy, and then sharing it here and there. It seems like it went quite viral. In fact, I briefly mentioned in the book to target the influencers of influencers. That's what comes out in the last part. But the essence of the story is, actually, a journalist from a certain media. But I used to work in the fashion industry.

In Dosan Park, especially, there are many fashion companies. So, when it's the season, the marketers of these fashion companies do what they call roundings with journalists. But what is that? It means they show to the journalists, This season, we have these new clothes. Nowadays, with the significant development of online magazines like SNSN, the power of print magazines has weakened a lot. However, just 10 or so years ago, magazines like Vogue, Esquire, GQ had tremendous power. People used to think that when it comes to fashion, they had to read those magazines. So, in the past, they could get their clothes featured in those magazines and be seen by journalists at least once more. But now, when they go, the companies don't support them anymore. Each person buys small gifts with their own money to impress the journalists. However, due to laws like the Kim Young-nam Act, they have to spend within a small budget, so they need to buy those small gifts within that limit. I know about these situations from back then.

Then I'll give you the money, so take it with you. At first, it seems like you went that way and came back. It looks like you've been to another brand. By any chance, are you Mr. Heo Jun? Or are you a reporter? About routing, can you possibly buy a staff meal at Doner? Or can you take care of it? Oh, yes, then I've taken care of it a lot. A journalist met with me and Woohyun, saying that he received five boxes of money in one day from the company. So, what is this? But it was a man, a man who brought so much. So, I don't know, but when he sent something to his wife, he must have taken one with him. When he came next time, my boxes were piled up like this, so the employees thought the seniors had bought them and ate them. It's a really famous money, but even though the seniors didn't say anything, they felt proud.

However, what we intended to do was to share happiness. I wanted to share happiness through the keyword gift, and you indirectly experienced that. You went to your in-laws' place, brought gifts, or entertained them, or even when preparing small gifts, you actually spent money. And this is quite interesting. Among the men around me, there are quite a few who have bought dozens of Noted Donuts. So, the total number is... But among them, there is someone who still has never tasted the flavor of Noted Donuts. When giving gifts, yes, for example, to a girlfriend you meet at that time, he says he has never eaten them. How about ours? Every time I ask, he always says he doesn't know the taste. Also, where did you take them to? You brought them with you and gave them as a gift, right? So, that's how the Noted Donuts are.

The category I know isn't simply about the donuts I consume, but the moment it is positioned as a gift, many more people perceive it differently and through that, the brand has created environments where people can consume it much more healthily. In fact, I think these are the things I have been doing. So, when you mentioned a case, it includes marketing and branding, which in a way, is a very comprehensive concept. As I listened to what you were saying, I remembered something I read in a book. I took the subway once and there was a man in a neat suit with a sticky note on his phone. But that sticky note was

Did that man put the sticker there? But as you listen to the conversation later, you realize that you have become familiar with it. To elaborate a bit on that part, I think it's very important to make regular customers. I don't simply consider someone a regular customer just because they have visited our store 100 times. I think of people with a connection as regular customers. For example, when you go to a restaurant and the auntie gives you extra kimchi, that kind of level is what I consider a regular customer. There are various strategies to create regulars, and one of them is to induce memory and make it continue to be remembered. But I think memories in people's minds have rankings. There are things that will never be at rank 0, like when you received a proposal, or traumatic memories from childhood, which will never be at rank 0, and then from rank 1.

When you say you can remember up to 10 times, if the 10th memory is fixed, and then the 9th comes in, it means the previous memory is pushed out or erased as much as possible from the top or above. In the case of those stickers I mentioned earlier, they are just basic stickers that came out to fix the box. Those who make stickers probably know, they are originally removable, so there are stickers that can be stuck on and off. They are not sticky and do not leave any residue because they are coated, so even if you touch them with your hands, they do not get dirty. However, those stickers are put on for free, so they are not even bubble-wrapped, and they get dirty when touched. But on the back of a man who wears a very neatly ironed suit, there is a sticker stuck very messily. It's been there for a while. That person probably doesn't even like notices.

It seems like they shouldn't be stuck together, but why are they stuck together? Right after I got up from my seat, this person sat down next to me and said, Oh honey, I'm going home, so please take care of our princess. They were having a serious conversation with their daughter on the phone. The father said he was leaving, but it's not confirmed yet, but most likely, the sticker was put on by the daughter. Then, when our babies or nieces see it, they always ask, What's this? and when I put a sticker on them and give them 3,000 won, they absolutely shouldn't do that. They say things like, You should never do that. It could be a connection between the father and the daughter, a link that could be formed. It's not just a sticker that costs a few tens of won or a few won that we get for free, but this person is treating it as something precious because of the bond with his daughter. Maybe the child thinks we are a bit

At some point, we recognize Noted as a donut brand, but the child perceives it as a memory of their father since they were young. Even when the child becomes an adult, if they say the brand still exists, our current perception of Note and the adult's perception of the brand may be completely different. In order to create such memories, we plan various events or goods. When you eat food, it disappears, but if you can bring it home and remember it as an experience, we made efforts to create devices that can vividly remember the brand. Oh, and among the things you mentioned earlier, targeting influencers who influence influencers.

Even if you don't have many followers, let's say you have 200 followers. Still, even with those 200 followers, if they are all influencers, the impact is much greater. I received a lot of insights like that in the book. Yes, earlier I mentioned about targeting influencers. In fact, that journalist, now a fashion journalist, if you look at their SNS, the number of followers is very low. There are journalists who are not active on SNS among them. But if those who follow them are all sellers and influencers, the story changes. Because when that person posts something, the viewers are not just followers but those who are being influenced. So, when those people see it, they might think, Oh, this is interesting, and then go there, creating a butterfly effect.

When I upload it, many people who are suspecting it come, and now they get to know the brand. There are more cases like this than you might think. There are celebrities that we know, but there are also people known as celebrities of celebrities. Like that, I feel like I've done a lot for those kinds of people. Then, when I work and take photos for a season or a magazine, we do it in the studio. At that time, catering is done, and finger foods or foods that can be eaten are laid out. Actually, they taste really bad, right? So, since it's not good, if I have that information, I grab it and bring it to them, leaving it there for them. Why do you bring this? It's a gift. Just eat comfortably. How bored must the celebrities and staff working there be? That's why.

Someone carried a box and entered the celebrity's room, where the celebrity ate and was very satisfied. So later on, they ordered through their manager to come back to our store and buy those foods again. Actually, many celebrities came to our store through their managers. Some of the celebrities even came when the store opened, almost fainting as they bought the food. It seemed to spread like this. At that time, we had a very good infrastructure, so it could have been boosted even more. It's true that having influential people like this could have an impact. Through these influential people, not just through influencers, but through famous people themselves, or people who admire their lives.

It seems that the channels that people can see have been exposed diversely, and these things gradually accumulate like points, becoming a huge mountain at some point, right? The message from the book also continuously emphasizes that there is never a single solution, branding is about slowly building up. In terms of how influencers are utilized, some insights I received were quite similar to mine. For example, rather than making requests or giving guidance to influencers, if I have content that influencers can use, they actually come to consume that content. In a way, by coaching and branding restaurants, influencers also come to consume the content.

It is better to politely ask people for feedback. Even influencers, who usually only post photos or videos, have certain needs for honest and straightforward feedback. After understanding those needs, I tend to collaborate a lot. In fact, there are quite a lot of ways to utilize collaborations in books, with quite a substantial amount of content. Could you recall any collaborations that left a lasting impression, whether with influencers or other brands? First, it might be necessary to understand the meaning of the word collaboration. Nowadays, it seems like everything is called a collaboration, so it's crucial to understand what it truly means.

Countless words are pouring out, but in reality, there is a word that came out in this way before and failed once. I used to think of it as jeon but it was fusion. When fusion cuisine was trendy for a while, it seemed very trendy and cool when it was done properly. However, since it was used everywhere, the word fusion is now considered somewhat outdated and seems like a word that lacks sophistication. It seems like it might have failed in some way and doesn't seem to have good quality. Unfortunately, I have a slight concern that collaborations are heading in the same direction now. In fact, what I consider collaboration to be is creating an environment where things that do not exist can be utilized to boost each other. For example, in a small restaurant that only sells dumplings, if suddenly they try to sell noodles, they would have to hire more kitchen staff, which would be very difficult.

Collaborating to sell dumplings and noodles together, you know, surprisingly, there is demand not only for dumplings but also for noodles. So, it could be a concept of market research whether I should invest in expanding this. It can be a concept of market research, like a test. For example, conducting a test bed and then bringing in advantages that I don't have through other brands. It's a concept of symbiosis, like a symbiotic relationship. Perhaps giving our existing customers time to refresh, which can ultimately lead to selling more of our original products. However, these days, there are many brands with the mindset of selling products that come out through collaboration firmly, using the device of collaboration. They end up spending a lot of money because collaborations are limited editions and have to be made at least semi-luxuriously.

Costs go up, so we have no choice but to sell at a high price. Selling at a high price leads to a decrease in satisfaction. I think this collaboration failed. The purpose of this collaboration is only to make money, the message or fun aspect is very weak. This is the same for influencer collaborations. It's not just about the money. I believe that it's important to respect each individual's time, explain why this was planned, and communicate kindly to make the other person feel interested. I put a lot of effort into that. Among the examples in the book, there was a case that was somewhat similar to pajamas. Actually, pajamas are a bit different, but in terms of branding, I think it shows various brands externally.

One of the important things about branding is how much I love the internal branding. When it comes to loving a brand, I would even work for the company. However, when I thought about how much respect and gratitude we express for them, it's actually very difficult to go and talk to each person. It's not like I can just give incentives to each and every one. But when collaborations came in, the reason for the pajamas collaboration with various fashion brands was questioned a lot. But when I did that, I wanted to give them the pajamas. The reason is that if you work in a restaurant all day, you get the smell of oil and food on your body, which may seem nice at first, but it can be overwhelming. And then, taking the subway or public transportation.

When you leave work, people sometimes say, You smell, even if you wear a uniform. It's true that it's a fact of life. How tired those friends must be going home. But after washing up at home, in that refreshing moment, wearing the pajamas I gave as a gift, with the logo of the brand they work for, they can end the day. When they open their eyes and see the pajamas in the mirror, seeing the brand logo, it might give them the mindset to work hard again today. It could be my own way of expressing gratitude to them. I think it's a way to show gratitude and boost their self-esteem, something we can offer them from our headquarters. It's a way to thank them for their hard work. In fact, we collaborated on the pajamas, and the purpose of those pajamas was quite significant. Then we suggested donating the profits we made together.

In fact, because I didn't want to do it, the royalties weren't that much. I declined it twice at first, right? Yes. At first, I didn't do the collaboration because I didn't know if it was just about clothes. And then, because there were so many requests coming in, yes. So, we discussed various conditions and worked together like that. At that time, I gave pajamas as gifts to nearly 700 employees who were working with us individually, and then when they received those pajamas, some of them thought, Oh, there are benefits to collaborating with this brand, and they could develop a deeper attachment and pride in the brand. And then, in the food industry, it's often seen as a low-level job like a 3D job, right? But through the collaboration with Musinsa, by having our brand logo on the billboard, when they see it on their way home, they might think, Oh, I'm working at that brand, it's pretty cool.

Working at a brand, the desire to plant a small seed was the biggest thing. It feels really cool. Now, when I read a book, I think, Wow, having that cool position and doing the work so coolly. I felt this a lot. Now, after doing various tasks at companies like Glove Soul or Eight Roads, doing branding and marketing, and various other things, you founded a company called Jun & Good. When self-employed people see Jun & Good, they might wonder what kind of company it is. Also, someone who was doing branding and marketing, how will they provide some solutions in their new company? In part two, we will look at what Jun & Good is doing and what kind of solutions they are actually providing.

Among self-employed individuals, some may be struggling, and I would like to ask questions to provide content in this video that can help them in some way. Alright, let's wrap it up here for Part 1. See you in Part 2. Thank you. Thank you. [MUSIC]

남들 다 하는 마케팅 말고 브랜딩으로 3천원짜리 팔아서 1억을 달성한 방법(허준 1부)

인생은 결국 '장사'이다
장사 DNA를 가지기 위한 채널

카페 : https://cafe.naver.com/ddoksm 똑똑한 사장들의 모임(똑사모)
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장사 권프로

브랜딩 컨설턴트의 커리어 경로

마케팅 분야에서 15년 경력을 쌓았으며, 최근에는 글로우 서울에서 공간 브랜딩을 담당하고 브랜딩 컨설팅 회사 준양굿을 운영하고 있습니다.

또한 자신의 브랜드를 론칭하기 위해 준비 중입니다.

당시 작은 회사였던 GFC에 입사했을 때, 그는 초대 본부장으로 회사의 시스템과 절차를 처음부터 다시 구축해야 했습니다.

브랜딩 컨설턴트로서 그의 역할은 퍼스널 트레이너에 비유할 수 있는데, 효과적인 브랜드 개발과 성장을 도모하는 데 중점을 두고 있습니다.

영업 데이터 분석 및 비즈니스 성장을 위한 전략 실행

모든 스토어에서 판매 데이터를 스크랩하고 수집하여 일별, 주별, 월별 변동을 분석합니다.

기상 조건과 같은 매출 감소의 원인을 파악하고 프로모션 실시와 같은 매출 개선 방법을 찾습니다.

매장 균형, 품질, 브랜딩 관리의 어려움을 인식하고 비즈니스 성장과 수익성을 위한 전략을 수립합니다.

디저트 가게의 테이크아웃 메뉴로 피벗하기

이 디저트 가게는 낮은 고객 지출과 높은 이직률로 어려움을 겪고 있어 테이크아웃 메뉴 도입을 고려하고 있습니다.

'못된 도넛'과 같은 미국식 디저트에 초점을 맞춘 이 가게는 다운타운 지역에서 성공하지 못했습니다.

오너의 전략은 자신의 경험과 공감을 바탕으로 한 테이크아웃 메뉴를 통해 행복감과 선물을 주는 느낌을 주는 것이었습니다.

선물의 힘: 주목할 만한 도넛 성공 사례

노티드 도넛은 합리적인 가격과 선물하기 좋은 포장으로 선물용으로도 인기가 높습니다.

노티드 도넛을 선물하는 행위는 매출 증대는 물론 입소문을 타며 브랜드 성공에 기여했습니다.

주요 인플루언서를 타겟팅하고 선물 마케팅에 집중하는 전략은 노티드 도넛이 폭넓은 인지도와 인기를 얻는 데 필수적이었습니다.

온라인 잡지가 패션 마케팅에 미치는 영향

도산공원의 패션 기업들은 인쇄 잡지의 영향력 감소로 인해 기자들에게 작은 선물로 깊은 인상을 남기는 데 어려움을 겪고 있습니다.

김영남법으로 인해 이러한 선물에 대한 예산이 제한되면서 마케터들이 기자들과 소통하는 방식에도 영향을 미치고 있습니다.

또한 단골 고객 창출의 중요성과 사람들의 마음속에 기억되는 순위에 대해 스티커의 예를 들어 설명합니다.

영향력의 힘: 오래 지속되는 기억과 영향력 만들기

딸이 선물한 아버지의 소중한 스티커는 감성적인 가치를 담고 있어 특별한 유대감을 형성합니다.

인플루언서뿐만 아니라 '셀럽 중의 셀럽'을 타겟팅하면 브랜드 홍보에 상당한 파급 효과를 가져올 수 있습니다.

셀럽과 스태프에게 식품 선물을 제공하면 재구매로 이어지고 브랜드 평판도 높아질 수 있습니다.

브랜딩에서 협업의 영향과 함정

브랜딩에서의 협업은 상호 이익이 되는 환경을 조성하는 데 중점을 두고 점진적으로 구축하는 것이 강조되고 있습니다.

그러나 현재 많은 협업이 순전히 이익만을 추구하여 비용이 많이 들고 고객 만족도가 떨어질 수 있다는 우려가 있습니다.

이 책은 수익 창출에만 초점을 맞추기보다는 개인의 시간을 존중하고 협업의 목적을 명확하게 전달하는 것이 중요하다고 강조합니다.

또한 협업을 남용하여 브랜딩 노력의 정교함과 품질이 부족해질 수 있는 잠재적 함정을 지적합니다.

직원 감사를 위한 파자마 브랜딩의 중요성

패션 브랜드와 협업해 직원 700명에게 감사의 의미로 브랜드 파자마를 선물하며 직원들의 사기와 자긍심을 고취시켰습니다.

흔히 낮은 직급으로 여겨지는 식품 업계 종사자들에게 기분 전환의 기회를 제공하고, 자신의 일에 대한 자부심과 긍지를 심어주기 위해서였습니다.

브랜딩과 마케팅에 대한 창업자의 여정은 자영업자를 위한 솔루션 제공을 목표로 준앤굿을 설립하게 되었고, 이에 대한 이야기는 2부에서 다룰 예정입니다.