Inside the Success of South Korean Brands

Two decades of effective strategy and execution have given birth to some of the most attractive brands in the world: the K-brands. But what has become a key geopolitical asset for South Korea is no stroke of luck — it’s the result of an innovative approach that can be adapted by entrepreneurs, brand managers, and marketing executives around the globe. These brands: 1) encourage fast and fun consumer discovery; 2) elevate themselves through immersive experiences; 3) experiment throughout the product life cycle; and 4) promote their brands through content creation.

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