[One Thousand Characters a Day] The Size of Thought Is the Size of the Market <1>

Editor's Note'Beat', 'Mise-en-sc?ne', 'Innisfree', 'Hetbahn', 'Sulwhasoo'… These are national brands and native brands that every Korean knows. The new book contains the management and marketing experiences and insights accumulated over the past 40 years by Lee Hae-seon, chairman of the Korea Marketing Association (and part-time advisor at Coway), who is called the "living legend of Korean marketing" behind the success of these brands. From his story of joining CheilJedang as a new employee and immersing himself in the full-fledged marketing that was just emerging in Korea, pondering the reason for the existence of marketing and marketers, to the behind-the-scenes stories of every project he handled becoming a so-called "big hit." You can also glimpse his side as a famous diligent note-taker and a global marketer and manager who has maintained close friendships and shared insights with world-renowned management and marketing gurus. Word count: 1012 characters.

Brand identity is connected to the question "Who am I?" In other words, it can be described as "the self I want to be." Brand image, on the other hand, is "the me that others see (You are who you are)." It is important for a brand that these two elements harmonize.

Let's take a person as an example. In social life, we meet various people, but it is not easy to meet someone whose "self they want to be" and "the image others see" perfectly match. Most often, the thought about "Who am I?" is clear, but the image of "how others see me" is often quite different. For example, someone who boasts loudly but lacks substance. When we see such a person, what feeling do we have about them? It is disappointment. The same applies to brands.

Hair care is the final stage of styling and requires a high degree of precision. However, the existing brand name "Sketch" gives the opposite impression. A sketch is a work done in the early stages of a piece. It is dynamic because it quickly captures the subject, but it has an unrefined image because it is not the finished stage.

The word "Mise-en-sc?ne" carries an image of "precision." Furthermore, it even conveys the craftsmanship of perfectly directing within the frame. There is no gap between the image felt from the name and the image the brand pursues.

This harmony between brand identity and brand image is called "Consonance," and when a gap arises between the two, we feel "Dissonance." When "the self I want to be (brand identity)" and "the me others see (brand image)" are the same, the remaining factor that determines the brand's success is only the quality of the product. The possibility of success is high. On the other hand, if the gap between the two is large, it causes disappointment to consumers. Whether consonance is secured or dissonance is felt between brand identity and brand image determines success or failure.

Despite numerous objections, I persistently persuaded, and eventually, the new hair product brand name was chosen as Mise-en-sc?ne, taken from the film term.

－Lee Hae-seon, , Seikorea, 23,000 KRW