Commercial renewal project: Kitkat

    In a recent commercial of KitKat, a female flight attendant fails to call the last passenger to the gate, eats a piece of Kitkat, then raps and beat boxes at the mic, and then finds the lost passenger. Unfortunately, we were confused about it because rapping has nothing to do with the passenger, and we were…

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Commercial renewal project: Uniqlo sports

    Uniqlo is one of the leading “fast-fashion” or SPA (specialty retailer of private label apparel) brands. It sells comfortable and affordable life-wear clothes. In April 2016, Uniqlo launched its sports brand called Uniqlo sports and aired the commercial of “Why are you wearing clothes?” As for the target, it appeales to the people who…

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Commercial renewal project: Oreo thins

  “Thinner, lighter, this is Oreo” This is the first sentence that appears in the Oreo Thins commercial in July 2016. It also says “slim and slender we want more and more,” suggesting that this new cookie targets at the people who used to hesitate to eat Oreo cookies for their high calories. Interestingly however,…

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Commercial renewal project: Corona

    The Corona brand is associated with relaxation and a temporary escape from stress. The original commercial attempts to show that through a man and a woman relaxing on an exotic, white sand beach somewhere in Mexico. The original ad does not seem to capture the product’s target market and fails to depict how…

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Commercial change project: New Balance Cameraman

New Balance released a TV commercial in October 2015 to introduce its premium jacket line called Cameraman. According to the website, this premium jacket was inspired by the jacket of professional cameraman who is shooting in extreme cold weather and harsh circumstances. As such, this well-made TV commercial spotlights on a male professional photographer who has a Canadian, Vancouver, background. Although it…

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Commercial change project: Budweiser

When Budweiser released its 2015’s “freedom” TV commercial in US, only few twitter users liked it. Instead, majority criticized its unclear message of independence and overwhelming numbers of visual images. We decide to change the Budweiser’s TV commercial by making it simple. First, we do not move its angle but maintain its static image. Second,…

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Teaching design to business people (1)

Some business schools offer design courses. The first business school that I introduce is the College of William & Mary’s Mason School of Business. According to the 2013 Bloomberg Businessweek Best Undergraduate Business-Schools ranking, it is the best in the nation for marketing (see the article here). In this school, undergraduate students learn and experience “design process”…

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Teaching design to high school students

  Martin Linder, Industrial Design Professor at San Francisco State University, gave a speech at Yonsei University on his unique program called iDo. iDo started in 1993 with 6 mentors; now it runs with more than 25 mentors for 40 weeks of five-weekly classes. According to the webpage: Industrial Design Outreach (iDo) promotes the field of industrial…

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[Student] UI/UX/HMI for consumer behavior

[Selected presentation @ CONSUMER BEHAVIOR / SPRING 2013] One group of students in my Consumer Behavior course gave a presentation titled Back to Basic. In their presentation, they discussed “Basic” issues such as User Interface, User eXperience, or Human Machine Interface, which have a lot to do with the behavior of contemporary consumers. Although they…

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Experiment for collaborative office space in Seoul (2)

> Continued from Experiment for collaborative office space in Seoul (1) The team discovered two issues for building a collaborative office space in Seoul. First, people have a double standard. They generally use the open space for serious reasons such as discussing business issues or having meetings with clients. However, when they notice others occupying…

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Experiment for collaborative office space in Seoul (1)

[youtube=http://www.youtube.com/watch?v=bpm_LIyMtMY] Although many people want their offices similar to the Pixar’s office or the Google’s New York office, only few had them. Adam Alter, Assistant Professor of Marketing at New York University, wrote a piece of article on this issue at U99 (How to build a collaborative office space like Pixar and Google). In this…

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Body-oriented course for business students

My business school, Kookmin University, offers an interesting course called 3C Seminar (Confidence, Competence, and Challenge) to undergraduate students. In this course, students do not read textbooks. Instead, they sing and dance with others and then stage their performances at the end of the semester. Although this body-oriented course has a relatively short history, it will help them be more creative as well as be more cooperative, which hopefully leads them to be more competitive in the long run. Here are a few video clips of the performances which I enjoyed very much.

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[Student] Design plans by business students

Eight groups of the business students in my Design Management course presented their design plans. In the course, they studied Product Design and Development using the book written by Ulrich and Eppinger. They brought up a wide variety of consumer/user needs and addressed the needs in fresh ways.

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How to improve design education

Don Norman said in Technology Review that designers need to go beyond their purview and learn something such as (social) science. I can’t agree with him more. The first thing to do is ask: “What is the purpose of all the technology we are developing?” And the answer is, obviously: “To help people.” But the…

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