In pursuit of difference
Lush is one of the brands that successfully differentiated itself from others. / Courtesy of Lush“Better is not enough. Be different”; Hong Sung-tai, JohSu-yong; Book Stone; 284 pp., 16,000 wonBy Yun Suh-youngThe recently released book, “Better is not enough. Be different," may become the branding bible for young marketers, mid-level professionals in the field and young CEOs preparing to launch their own brands.The book is jointly written by a scholar and a field expert ― Professor Hong Sung-tae of Hanyang University's Marketing Department, who is also the president of the Korea Marketing Association; and the branding director and president of JOH company, Joh Su-yong, who publishes creative magazine "B," operates two restaurants, Ilhochic and Second Kitchen in Hannam-dong, and directed the design concepts for hotels such as Nest in Incheon and Glad in Yeouido, Seoul. As "differentiation" has become a keyword among companies to survive in this competitive society, this book can be a guide to those seeking advice.Citing numerous examples in each chapter to
Jun 26, 2015