Class introduction

Hello, I'm Park Ji-hyun from Ikseondada Trend Lab. Ikseondada Trend Lab is a creative group that creates contemporary lifestyle changes based on small brands. Starting with the Ikseon-dong Urban Renewal Project in Jongno-gu in 2014, it has created more than 50 brands. Ikseon-dong has seen a 240% increase in annual visitors since our project. I'd like to share the insights I've gained from creating and running many other brands in detail with you in this class.

In this class, I would like to share my experience of branding with an appropriate process according to the nature and characteristics of each brand. Rather than just boggling up theories, we selected 4 brands from 50 brands created by Ikseondada Trend Lab to capture the way creators work and think. This lecture contains endless concerns about Ikseondada Trend Lab's brand, such as <paparamen>, which created a new worldview <paparamen> by twisting conventional wisdom, and <gonees> that induced customer behavior <text calories> that induced customer behavior.

If you look at this class, “Do I even have to worry about things like branding?” You may be able to think of this question for yourself. For those of you, Iksundada Trend Lab's answer is always “YES.” The reality is grim. We share a continuous process of continuous thinking about how to decide on a menu, how to create a space, to what extent to follow what consumers want, and if so, what kind of data to start with.

Course effect

• You can learn a series of processes from exploration, item selection, branding, and design through examples.
• Even if you only have a vague desire to create a brand and don't have a specific plan, you can start with a search about yourself and refine it.
• There is a way to select items suitable for the market rather than just starting a business.
• You can approach it from multiple perspectives through examples and insights from various brands rather than just one brand.

Recommended target

• Those who are interested in all processes of branding, design, and space development required for brand development
• Those who want to start their own brand using an empty space
• Those who are curious about how to create experiences and brands that people can expect by using data analysis rather than abstract intuition and thoughts
• Those who have read the book <branding> by Park Ji-hyeon, CEO of Trend Lab, Ikseondada, but want more in-depth learning

Pre-course notes

• This class was created in 2023.

3 reasons why this class is special

Contemporary lifestyle changes based on small brands

A lecture on brand entrepreneurship to learn through creative groups that create

A must-read lecture on learning from 50 brand examples when you're wondering how to create your own brand in a diverse startup market

❶ A brand that seems to have been seen from somewhere

Not my own brand

This lesson begins with an exploration of myself. If I don't properly search for who I am and what I want to do, I only follow trends. Then they create similar items and brands that seem to have been seen from somewhere else.

Only when I know myself well can I stand at the starting point of branding. Before learning practical topics such as how to do market research and come up with concepts, I'm going to learn more about myself.

❷ 50+ branding examples,

Learn the branding process through examples

Instead of learning from one brand example, you can learn about the branding process through a total of three representative brand examples. Each brand has its own key elements, so I tried to capture them from more diverse angles through episodes from various brands.

You'll be able to understand it more easily with explanations using examples rather than just a list of courses.

❸ Not intuition

Brand establishment through data analysis

Don't you rely only on your intuition to create a brand? You can learn about data analysis methods for starting a brand and how to create a brand based on analyzed data.

You'll be able to build a brand with confidence through accurate data analysis.