Reviews
The title Social Behavior initially struck me as awkward to read. Seeing it in English made the subject clearer, though “social behavior”—how people’s actions are shaped by their traits and social circumstances—is not an easy idea either. That is why the author chose a phonetic Korean title. The book explains how its author, a vice president at the well-known bedmaker Simmons, approaches branding in a hybrid era where online and offline coexist, and how brands can lead the market by connecting
Social Behavior explains marketing strategies for building a brand customers choose. Brand strategy once seemed to be led by companies, but active social media has brought many enthusiastic customers who voluntarily help build brands. Customers now do more than buy and use goods and services: they share their honest experiences widely, giving brands tremendous influence. To become a brand people share on their own, it is important to tell the story that belongs uniquely to the brand. The book
Social behavior means that people’s actions are determined by their personal traits and social circumstances. The author, Kim Seong-jun, is a vice president at Simmons Korea. He joined in 2015 and reportedly contributed to changes in sales and image before rising to vice president. Most people know Simmons beds are high quality, but sales can differ even for the same product depending on marketing; his promotion suggests he did well. Rather than offering a universal success formula, the book
Social Behavior is a branding guide for the hybrid online and offline era. I asked myself, “What is marketing?” I think of the ad after the YouTube music I’m listening to—and even this book—as marketing. I have been reading about it because I feel my work needs marketing, though the field is broad and there is much to learn. Smartphones and COVID-19 changed many things. The pandemic kept people at home and made offline gatherings difficult, so more of life moved onto phones. People get
Smartphones have made tremendous progress over the past 15 years. But have the people who use them progressed too? The author answers that it is not progress but “evolution.” The Korean title Social Behavior carries meanings such as social interaction, norms, roles, and cultural influence, so the author could not simply translate it as “social behavior.” Professor Kim Nan-do described this as a way to take the lead in the market: shape behavior so customers seek out, buy, and praise a brand
This book shares management strategies and practices suited to the present day and learned through study. Readers interested in marketing, sales, brands, branding strategy, and practical techniques can learn from it from a realistic perspective. Social Behavior also examines sociological ideas and processes, analyzing phenomena, values, changing markets, environmental factors, and trends, so it is useful for learning about several fields at once. Online and offline markets continue to coexist,
Social Behavior is a marketing and branding guide coauthored by Simmons vice president Kim Seong-jun and freelance editor Hong Hyun-kyung. Kim was at the center of Simmons’s original marketing and branding strategy, which spread through enigmatic “bed ads without beds,” and the company now pursues ESG activities aimed at healthy energy for life. Last December Simmons’s head established an ESG branding company, Simmons Design Studio. Its CEO Kim says the purpose is to use marketing skills gained
We live in a hybrid age of online and offline life. By definition, a hybrid combines two or more functions or elements to achieve a particular purpose. It brings together the strengths of different elements, resulting in better performance or economic efficiency. It is seen as an integrative code for creating something new with greater added value, and hybrid approaches are attracting attention across many fields. In marketing, they can reduce costs while securing a competitive advantage. A
I chose a career in marketing because I was interested in it, and I still follow and care about the field. I keep thinking about branding and marketing, but lately I feel disappointed that I am often caught up in routine tasks and have fewer chances than before to meet new people or learn. So I try to find content from people working in these fields through different channels and ask myself how I should think and prepare. Social Behavior gave me a view of marketing from Kim Seong-jun, vice
Social behavior refers to how people's actions are shaped by their personal traits and social circumstances. Simmons Vice President Kim Seong-jun specializes in designing strategies that prompt consumer behavior. He researches the social behavior that guides consumers, including online, follows emerging trends, and builds strategies around the scenarios he anticipates. The company hopes to prompt consumers' social behavior according to those strategies. Put simply, this means influencing the
Kim Seong-jun et al.: Social Behavior
The one thing brands must do to survive in an era of low growth and recession! The secret to reading market trends and marketing quickly and stylishly. A completely new 'reverse' design method that breaks existing marketing formulas. 'Read customers' behavior and you can see where the market is going. Change your marketing perspective, and the market moves as you expect.' Social Behavior is the culmination of intense thought by Kim Seong-jun, vice president of brand strategy at Simmons, about effective marketing in a rapidly changing era. It is the enduring weapon of brands that adapt to change across every era and generation. Drawing widely on history, the humanities, and sociology, the author reveals the full concept of Social Behavior, the marketing insight at the heart of the book and its title. Literally, social behavior means behavior in society: the idea that human social behavior is determined by personal characteristics and the circumstances in which a person lives. The author found that this concept, originally used in sociology to explain why people behave as they do, can create powerful synergies when applied to marketing, and began using it actively in practice. Marketing had traditionally inferred consumers' psychology and tried to get them to visit a store and buy something. Understanding Social Behavior instead lets marketers observe what consumers do, identify patterns, and evoke the underlying psychology. Rather than waiting for consumers to choose, it is an innovative reverse-engineering approach that makes them choose and love a brand almost without realizing it.
Korean title: 소셜 비헤이비어
Korean author: 김성준 외
Korean publisher: 웨일북(whalebooks)
ISBN-13: 9791192097800
Reviews
The title Social Behavior initially struck me as awkward to read. Seeing it in English made the subject clearer, though “social behavior”—how people’s actions are shaped by their traits and social circumstances—is not an easy idea either. That is why the author chose a phonetic Korean title. The book explains how its author, a vice president at the well-known bedmaker Simmons, approaches branding in a hybrid era where online and offline coexist, and how brands can lead the market by connecting
Social Behavior explains marketing strategies for building a brand customers choose. Brand strategy once seemed to be led by companies, but active social media has brought many enthusiastic customers who voluntarily help build brands. Customers now do more than buy and use goods and services: they share their honest experiences widely, giving brands tremendous influence. To become a brand people share on their own, it is important to tell the story that belongs uniquely to the brand. The book
Social behavior means that people’s actions are determined by their personal traits and social circumstances. The author, Kim Seong-jun, is a vice president at Simmons Korea. He joined in 2015 and reportedly contributed to changes in sales and image before rising to vice president. Most people know Simmons beds are high quality, but sales can differ even for the same product depending on marketing; his promotion suggests he did well. Rather than offering a universal success formula, the book
Social Behavior is a branding guide for the hybrid online and offline era. I asked myself, “What is marketing?” I think of the ad after the YouTube music I’m listening to—and even this book—as marketing. I have been reading about it because I feel my work needs marketing, though the field is broad and there is much to learn. Smartphones and COVID-19 changed many things. The pandemic kept people at home and made offline gatherings difficult, so more of life moved onto phones. People get
Smartphones have made tremendous progress over the past 15 years. But have the people who use them progressed too? The author answers that it is not progress but “evolution.” The Korean title Social Behavior carries meanings such as social interaction, norms, roles, and cultural influence, so the author could not simply translate it as “social behavior.” Professor Kim Nan-do described this as a way to take the lead in the market: shape behavior so customers seek out, buy, and praise a brand
This book shares management strategies and practices suited to the present day and learned through study. Readers interested in marketing, sales, brands, branding strategy, and practical techniques can learn from it from a realistic perspective. Social Behavior also examines sociological ideas and processes, analyzing phenomena, values, changing markets, environmental factors, and trends, so it is useful for learning about several fields at once. Online and offline markets continue to coexist,
Social Behavior is a marketing and branding guide coauthored by Simmons vice president Kim Seong-jun and freelance editor Hong Hyun-kyung. Kim was at the center of Simmons’s original marketing and branding strategy, which spread through enigmatic “bed ads without beds,” and the company now pursues ESG activities aimed at healthy energy for life. Last December Simmons’s head established an ESG branding company, Simmons Design Studio. Its CEO Kim says the purpose is to use marketing skills gained
We live in a hybrid age of online and offline life. By definition, a hybrid combines two or more functions or elements to achieve a particular purpose. It brings together the strengths of different elements, resulting in better performance or economic efficiency. It is seen as an integrative code for creating something new with greater added value, and hybrid approaches are attracting attention across many fields. In marketing, they can reduce costs while securing a competitive advantage. A
I chose a career in marketing because I was interested in it, and I still follow and care about the field. I keep thinking about branding and marketing, but lately I feel disappointed that I am often caught up in routine tasks and have fewer chances than before to meet new people or learn. So I try to find content from people working in these fields through different channels and ask myself how I should think and prepare. Social Behavior gave me a view of marketing from Kim Seong-jun, vice
Social behavior refers to how people's actions are shaped by their personal traits and social circumstances. Simmons Vice President Kim Seong-jun specializes in designing strategies that prompt consumer behavior. He researches the social behavior that guides consumers, including online, follows emerging trends, and builds strategies around the scenarios he anticipates. The company hopes to prompt consumers' social behavior according to those strategies. Put simply, this means influencing the
