[One Thousand Characters a Day] The Size of Thought Is the Size of the Market <3>

Editor's NoteLee Haeseon, President of the Korea Marketing Association, says that the process of creating a brand has always been a battle of wits with the human brain. This is because invisible value must be imprinted on people's minds. Successful branding occurs the moment an invisible image comes to mind upon hearing a product's brand name. Furthermore, a well-crafted brand remains in the customer's memory for a long time and does not fade away. What value will the brand I create convey? How will this brand be sustained? These are the thoughts that marketers must carry throughout their lives. Word count: 1026 characters.

Ultimately, marketing is a function of the brain. This applies both from the company's perspective and the customer's perspective. Therefore, brain cognitive science is important. Understanding brain functions reveals marketing. The most important elements in corporate marketing, 'Strategy' and 'Concept,' belong to the realm of thought occurring in the new brain. Strategy is a 'selective and efficient collection of thoughts.' And concept is a 'container of thoughts.'

(Omitted)

The Silla-era bell, the prototype of Korean temple bells, has characteristics different from those of Chinese or Japanese temple bells. Recognized for its unique beauty, the Korean temple bell has even acquired its own scientific name, the 'Korean Bell.' The Emille Bell created a new brand called the 'Korean Bell.'

Looking at the Emille Bell from a marketer's perspective: its beautiful sound that touches everyone's heart, the highest level of technology that cannot be replicated even today, the artistic design beautifully engraved with flying heavenly beings, and decisively, the poignant story that matches the heart-wrenching resonance. It is hard to find a brand with such unique value. This is likely why everything about the Emille Bell provides people with unforgettable experiences and value.

Marketing using the brain requires a process that stimulates imagination at the level of the prefrontal cortex, which governs our emotions. Through the prefrontal cortex, we feel joy, sadness, happiness, anger, passion, and love. To stimulate the prefrontal cortex, the discovery and evolution of concepts are necessary.

Here, by utilizing the five senses, the optimal experience is provided to stimulate the limbic system, the emotional brain's memory device. When this is repeated, it ultimately becomes a lasting and special value, a brand that remains forever like a tattoo in the brain's memory device.

Thus, the best branding is a combination of high-tech scientific technology and high-touch artistic sensibility. This is also why cultural marketing is necessary to capture the customer's heart.

Ultimately, marketing means all activities that provide customers with the products they need most while creating a lasting and special value as a brand that remains in the customer's mind.

－Lee Haeseon, <The Size of Thought is the Size of the Market>, Seikorea, 23,000 KRW