A company creates brand value : 杀鸡给猴看

Strike the head of rooster and show it to a monkey. According to The Art of War, O-Wang Hap-ryeo called Son Moo and talked about a command of the military and military tactics… Hap-ryeo didn’t believe in Son Moo, so he asked him to train court ladies. Son Moo called 100 court ladies, appointed two of them who he cherished as a commander, and divided all of them into two teams around two girls. However, the court ladies just laughed and thought that they didn’t need to be trained. So, Son Moo said, ‘you guys are not just a court lady but a person of the military position. Being naughty is your commander’s fault,’ and beheaded two commanders on the spot. After then, the court ladies positively participated in training like the military and showed an elite image as the military to Hap-ryeo within just a few days. Thus, Hap-ryeo appointed Son Moo as an important post and got a political supremacy in Five Hegemons. There is a Chinese proverb, saying ‘Strike the head of rooster and show it to a monkey,’ which means a warning to others. It is true that this proverb is right. However, who is a rooster and monkey? A rooster might be me, and a monkey is my company’s employees…? If I fired Chin Chin because she made a mistake, employing and training her is just me, isn’t it? Eventually, everything is my duty. I am really curious about a range of the duty. NOESA is a Germany luxury cosmetic brand. I think I know the cosmetics industry really well enough, but I have many luxury brands to know. There is a brand, ‘NOESA,’ only in a luxury goods store in Gallery in Korea.

We used 230g of black special paper / silver foil / 350g*2 card / 2cm of ribbon straps for its shopping bag. It was made of common black paper, silver foil, and one of many different kinds of ribbon straps, but the finished goods are another means to express a brand’s identity. We use the same paper, foil, and straps, but we actually create a different shopping bag.