Prologue xvi

1. Turning a disadvantage into an advantage

1) Confidently present your weaknesses as strengths 3
① The disadvantage itself becomes an advantage and a differentiating factor 3
② Recreating a weakness becomes unique 15
③ Trends turn disadvantages into advantages 19
④ However, a fatal flaw leaves a fatal wound 22
2) Turning customer complaints and my mistakes into opportunities 24
① 24 Ways to Increase Customer Reputation with a Single Complaint
② Inevitably using accidental mistakes or variables 36
③ Sensefully accepting customer mistakes 43
④ However, if you do self-disparagement incorrectly, you will end up adding fuel to the fire. 46
3) 50 ways to win customers' favor with an apology that doesn't have to be offered
① Don't reveal it openly 50
② Reflecting on the past and introducing new products 53
③ However, if humility is excessive, it can become an object of hatred. 54

2 Don't fill it, empty it

1) Deliver a powerful message by emptying the design and sound 59
① Emptying the design creates intuitiveness 59
② Even a blank sheet of paper can sufficiently prove its value 65
③ A Silent Scream? Increasing Concentration! 67
④ However, emptying without a justification earns consumers' hatred 69
2) Create a special experience by emptying the space 71
① Customers increased after reducing sales space 71
② Small but attracting more attention 74
③ Filling the experience by leaving the protagonist's position empty 75
④ However, emptiness that makes customers uncomfortable empties customers 77
3) Unbranded marketing without branding, blind marketing without information 78
① Stimulate curiosity by removing the brand logo 78
② Fulfilling Consumer Desire with Product-Free Marketing 81
③ Lack of information raises expectations 85
④ However, if consumers do not look for it, everything disappears 87

3 Go back to the past for the future

1) Look at direction, not speed, and reinvent tradition. 94
① Rebranding 94: A Return to the Past
② Pursue innovation using tradition as leverage 97
③ If there is no history, you can make it 101
④ However, the moment you mistake heritage for retro, the legacy disappears. 104
2) Creating new markets from past glories 106
① If you follow along well, you can inherit it. 106
② When tradition is innovated, innovation becomes tradition. 112
③ New Market Created by the Value of the Process 114
④ However, if you don't follow the trend or copy someone else's work, you will be ignored. 117
3) Establishing a unique position with digital diet 119
① There was, but there wasn't 119
② The paper book market is back 120
③ Postal Advertising in the Digital Marketing Era 122
④ However, excessive dieting is detrimental to corporate health. 123

4. When you mix water and oil, it floats.

1) Exceeding expectations with a combination of heterogeneous spatial configurations 129
① Crossbreeding of Space and Architecture 129
② Creating unique experiences through unexpected use of space 134
③ However, if the combination and use of heterogeneous spaces are repeated, it becomes tiring. 138
2) Stealing people's attention with online activities that cross the line 140
① Content that breaks boundaries and breaks boundaries between brand accounts 140
② Persuading Customers with Unexpected Digital Intrusions 143
③ However, it has a negative impact on long-term brand building and marketing. 144
3) Creating a special chemistry beyond competition and conflict 146
① Stimulating people with polar opposites 146
② You have to team up with your competitors to rise 149
③ However, if competition and conflict are mixed incorrectly, it becomes controversial. 151

5. Change the order and position to survive

1) Finding a way out by changing the order of events 157
① Changing the order of advertising and marketing 157
② Putting the parts before the main product 163
③ Reverse the inside and outside of space and the front and back 167
④ However, if you miss the essence, the tail wags the dog. 171
2) Solving the problem by changing the hierarchical relationship 172
① Reverse the high and low relationship to create a reversal 172
② Counterproposal to overcome poor performance 175
③ However, without mutual respect, the corporate hierarchy collapses. 178
3) Turning Useless into Useful 179
① Let's look at the extinguished fire again 179
② The Great Rebirth of Things to Be Discarded 185
③ However, if useless use fails, resources are wasted. 188

6. Twist the obvious to overcome limitations.

1) Changing gender roles is disruptive, but it also has ripple effects. 193
① If you change the male and female protagonists, the story becomes different. 193
② Reverse gender, a twist on a cliché advertisement 195
③ However, excessive innovation creates controversy over hatred and sexual objectification. 198
2) Creating new charm by overturning generations 200
① The moment when age becomes a message, not a limitation 200
② Don't tease me because I'm young 203
③ However, generational overturn without a message or characteristics is meaningless. 205
3) Use the seasons to break common sense 206
① If you go against the seasons, it becomes a unique product 206
② The Magic of Turning Climate Change into an Opportunity 209
③ However, reverse season marketing with a poor product mix is ​​ineffective. 211

7 Don't buy, don't do, don't come

1) Emphasize the hidden meaning while telling people not to buy 217
① Dramatic results from the company's boycott campaign 217
② I have the right to destroy myself 221
③ Standing on the customer's side by not letting them come 228
④ However, if words and actions do not match, the disappointment is doubled. 230
2) Stimulating consumers' desire to own things by limiting their purchases 232
① Increase total sales by reducing sales quantity 232
② Increase scarcity by shortening the purchase period 234
③ However, excessive hunger marketing makes customers uncomfortable 235
3) Creating added value with products that cannot be purchased 236
① Valueless products increase brand value 236
② Unsold products attract customers 238
③ However, products that cannot be purchased raise the barrier to entry for consumers. 239

8 Opening a market by selling inconveniences

1) If you make your customers uncomfortable, you will be sold. 246
① Customer discomfort becomes a business 246
② The inconvenience of using digital devices is a benefit 252
③ Buy and sell inconveniences to create opportunities 255
④ However, if the inconvenience is excessive, it becomes a handicap, and if you give up on the inconvenience,
Losing Identity 258
2) If the customer feels uncomfortable, it becomes strange rather than awkward. 259
① Unfriendly and unclean, but we are different 259
② Discrimination is uncomfortable but dramatic 264
③ However, if the noise goes too far, it becomes aggro 267
3) Companies gain a competitive advantage when they break inconvenient practices on their own. 269
① A New Market Created by Self-Denial and Destruction 269
② Breaking the branding conventions to differentiate yourself 274
③ However, excessive cognitive dissonance can cause customer rejection. 279

9 Turn your back on success and aim for failure.

1) Breaking the formula for success opens up a new path 287
① Does not follow existing formulas and grammar 287
② Sold without selling 293
③ However, a deviation without a fandom leads to a thorny path. 298
2) Overcoming and redefining karma stereotypes 300
① Redefine Yourself 300
② Redefining the Consumer 303
③ Redefining Time 305
④ However, if you fail to reflect trends, you will end up holding yourself back. 306
3) Set the opposite of the law of price 308
① Convert paid to free 308
② Turning free into paid 309
③ However, if the cherry picker fails to coordinate customer benefits, the relationship
Disconnected 311

10. Employees are king, not customers.

1) Differentiate by branding your employees, not your products 318
① Come see me 318
② The person everyone is waiting for 323
③ It's not just lovers who have nicknames 326
④ However, employee branding can come back to haunt you 327
2) Employees are also media and content 330
① One well-trained employee is worth ten influencers. 330
② Appointment as Honorary Ambassador 333
③ The emergence of owner influencers 336
④ However, owner merit can become owner risk 338
3) Recruitment is marketing, not personnel. 339
① Recruitment Advertisement: A Company's First Impression 339
② You can't be at ease just because it's a house rabbit 342
③ Everything from hiring to leaving is marketing 344
④ However, if the outside and inside are different, it can cause greater disappointment. 346

Epilogue 348