Why We Need Branding

PART 1: Creating a Unique Brand
“Don’t believe anything.
“My best competitive edge is my eyes and tongue.”

Market O: Creating a "one-point" difference rather than a new creation.
Bibigo: A brand is a living thing that grows, gets hurt, and even dies.
Seasonal Table: Brand Philosophy: A promise to consumers that we will keep to this.
Every Morning in the World: Storytelling: Breathing Brand History and Value
Samgeori Butchery: A Brand Faces Crisis, Finding What to Do Instead of Despair
First+Aid: Suggesting Brand Direction in the Post-COVID Era

PART 2: GROWING A BETTER BRAND
"Planned challenges, not reckless ones."

Snow White: Knowing what assets to protect is the beginning of renewal.
CGV: Renovating Spaces with Intense Imagination
Olive Young: Understand the topic. That's the differentiation strategy.
Galleria Department Store: How to Captivate VVIP Customers with Special Offers and Exclusivity
Gwanghae: Marketing begins from the moment a product is planned.
Myungryang: It's my job to prove that "I can do it in any situation."

Brand consultant 'Noh Hee-young'

Launching 200 brands and opening 2,500 stores
Why would the results be different if 'Noh Hee-young' did the same thing?

★★ Making the impossible possible, that's my job!
★★ Planned challenges, not reckless adventures!

It is very difficult for a single brand consultant to make one brand successful in his or her lifetime.
However, a brand consultant named Noh Hee-young has successfully created dozens of brands that are well-known to all Koreans.
What is the special secret that has enabled you to achieve amazing results that others have not been able to achieve?

Noh Hee-young never creates a brand through mere gut instinct or stubbornness.
Behind her impressive career as Director of Concept Development at Orion RiseOn, Vice President of Orion Group, and Brand Strategy Advisor at CJ Group, and the fierce nickname of “Witch,” lies the effort of investing several times more time than others, meticulously researching data, and constantly analyzing trends.
These habits and obsession have come together to create Noh Hee-young, Korea's best brand consultant.

How can we make a plan that everyone opposes come true?
How to succeed in marketing at a low cost?

★★ The planner's perspective must be 360 ​​degrees three-dimensional!
★★ Marketing is 'Market+ing', the answer lies in the moving market!

The author, who created a sensation in the confectionery industry with the 'Market O' brownie and the global brand 'Bibigo', created the '12 Rules of Success' based on 30 years of experience.
Covering planning, development, marketing, sales, management, entrepreneurship, and even personal brand strategies, we've curated only the most applicable methods.

Part 1 is about brands the author created himself, such as 'Market O', 'Bibigo', and 'Seasonal Table', and teaches you how to complete a unique plan and realize it through persuasion and leadership.
Part 2 is about the brands 'Baekseol', 'CGV', 'Olive Young', and 'Galleria Department Store' that the author personally renewed, and the movies 'Gwanghae' and 'Roaring Currents' that sold 10 million tickets, for which he led the marketing.
It contains the author's unique branding philosophy, principles for renewal, and secrets to successful marketing at low cost.


How did Bibigo dumplings become so popular as soon as they were released?
Could it be #1 in the US and #1 in Korea?

★★ Risk your life for a single difference!
★★ Convey your simple sincerity rather than a grand concept!

What CJ was preparing as a global product was ‘gochujang.’
However, the author was convinced that gochujang would not succeed and persuaded the owner by suggesting dumplings instead.
Bibigo dumplings, which were born this way, achieved the record of being number one in Korea and the United States, beating out the number one domestic 'Hometown Dumplings' and number one in the United States 'Ling Ling' not long after their release.


While developing 'Bibigo' dumplings, Noh Hee-young traveled to dumpling restaurants across the country to collect samples, and after persistently testing the dumplings to the point of eating 100 plates, she finally created the best taste.
Before entering the US market, we thoroughly researched and introduced bite-sized dumplings that women would like.
Depending on the market, dumplings with different concepts were launched.
In addition, the book contains the author's aggressive marketing strategy that created the world-renowned brand 'Bibigo', allowing readers to read all stages of branding at a glance, from planning to product development, marketing, and sales.


Olive Young, which was a local grocery store
How was it reborn as a unique edit shop?

★★ Renovate your space with meticulous imagination!
★★ Make it a place where once you enter, you can't leave!

Before 2012, when Noh Hee-young took charge of the renewal, Olive Young was a brand with an ambiguous identity, whether it was a convenience store, a pharmacy, or a general store.
In addition, other large corporations were sprouting up stores with similar concepts one after another.
How did Olive Young, once neglected by customers, become the number one select shop in every neighborhood?

The author, in charge of the renewal of 'Olive Young', thought that the space should be reorganized to increase the time spent in the store.
First, in order to capture the hearts of young women, the store's display style and interior were changed to the concept of a 'playground for women.'
In particular, Olive Young was made into a differentiated brand by creating an experiential space, such as installing a sink where customers can directly use products such as soap and body wash.
By following Noh Hee-young's ideas and attempts, you can naturally acquire the insight to identify brand problems and the conceptualization methods to overcome them.

Any act of planning, creating, promoting, and selling something is branding.
Even expressing myself is part of personal branding, so ultimately we live our entire lives in the 'universe of branding.'
The author says, “In the universe of branding, it is up to you whether you become a missing person or a master.”
Through the process of Noh Hee-young, who has created the most successful brands in Korea, conceiving new ideas, introducing trends to the world, and overcoming crises, we will discover how to become masters in a world filled with branding.