Monthly Archives: March 2017

Publications

Design works published in Korea

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Heather Fraser published “Design works: how to tackle your toughest innovation challenges through business design” five years ago. It demonstrates how organizations can drive innovation and growth through Business Design – a discipline that integrates design-inspired methods and mindsets into business development and planning. Roger Martin said in his forward that “This book tells the story of the 3 Gears of Business Design, simply and practically. Its goal is to provide an easy-to-use guide for organizations that are eager to harness the power of Business Design.” The Korean version of the Design works is published in Korea.

 

 

Buy Design Works @ Amazon.com

 

 

Author: Heather M. F. Fraser / A seasoned business strategist, brand-marketing expert, and longtime entrepreneur and educator, Heather is a global thought leader in Business Design. Heather co-founded Rotman DesignWorks with Roger Martin in 2005 and served as Executive Director of DesignWorks through 2012. She has cultivated Business Design as a discipline, delivered student curriculum, and led innovation programs for over 3000 executives. She advises leading organizations on how to advance their business through innovation, including teams from Procter & Gamble, Nestle, Pfizer, General Electric, Target, and VF Corporation.

Translator: Jaewoo Joo / Jaewoo Joo is an Assistant Professor of Marketing in the College of Business Administration and a Participating Professor of Experience Design in the Graduate school of Techno Design, both at Kookmin University. He earned his Ph.D. in Marketing from the Rotman School of Management, University of Toronto. Jaewoo writes and teaches about Design Marketing and New Product Development (NPD) through the lens of the Psychology of Judgment and Decision Making (JDM).

Translator: Ran Yoon / Ran Yoon is a product planner and marketer at SK Telecom, the leading service carrier company in Korea, and collaborates with a wide variety of planners, developers, and designers. Previously, she worked as a planner and marketer at Samsung Electronics Canada.

 

Buy Design Works in Korean @ Naver.com

 

Please click here for more detailed information about the Korean-version Design Works.

 

 

Cases

Glass shaped like milk carton

Most cocktail glasses are designed to hold the unique aroma of the cocktail to maximize its taste. However, some glasses play different roles. While I visited Singapore, my friend recommended me to visit Loof, a rooftop bar. It is located across the famous Raffels Hotel, a colonial-style super luxury hotel in the downtown. According to the website, this bar is

Awarded as Singapore’s best rooftop bar, Loof serves up quality whimsy, fresh nostalgia and unbridled playfulness in an urban garden atop Odeon Towers in downtown CBD. Enjoy carefully crafted Southeast Asian inspired cocktails with bar snacks that have a local twist. Then take a trip down memory lane and purchase little gems of locally-curated nostalgia at The Mama Shop. Bask in the cool shade of Loof’s urban garden and take in the best view of Raffles Hotel. Soak up infectious beats from resident DJs and themed party nights.

 

 

I wanted to drink energy booster since I spent a hot and humid daytime outside. I ordered “Milo Cocktail” because Milo is the chocolate malt beverage. Interestingly, this cocktail was served by a milk carton shaped glass. Although this glass did not capture the unique aroma the cocktail, it certainly improved my drinking experience because Milo is often served with milk and thus it tasted like Milo milky cocktail.

Stephen Hoch and Young-Won Ha proposed in their seminal marketing paper, Consumer Learning: Advertising and the Ambiguity of Product Experience (1986) that experience is a piece of evidence to test a hypothesis and the hypothesis is the advertising message. This cocktail glass led me to think that product design or package can be a hypothesis now. I thought milk was in there! 🙂

 

Courses

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 irritated about her relatively poor rapping skill. We believe these obstacles fail to deliver the brand’s advantages to viewers.

However, we found that women were more likely to consume chocolates than men, in particular, when they were depressed or agitated. There is even a special Swiss chocolate called “Frauenmond” that makes menstrual pain goes away. Judging by these facts, our new commercial targets at 20 – 30s women who feel unhappy for no specific reason and positions Kitkat as a medicine for emotional problem of women. We embed this concept into a story about a man who is confused about his girlfriend’s suddenly aggressive behavior. He runs to a nearby pharmacy, looks for a medicine for his lover. The pharmacist hands over Kitkat as a solution. When the girlfriend eats Kitkat, she becomes happy and cheerful as usual.

 

 

Written by Da liva Latitia, Sangeui Park, Yongho Shin, Myungjoo Yoon, and Hyojung Jin | Marketing Communication 2016 Fall | College of Business Administration, Kookmin University