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|■ About the Publication|
Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
■ About the Publisher
JOH & Company is a creative company founded in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH & Company, a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, brand consultation, interior, food & beverage service, and product design, based on his own experience. The first fruit of such endeavor is magazine B.
■ About the Issue
Welcome to the 47th edition of magazine B.
Häagen-Dazs is a brand of ice cream that first appeared in the Bronx, New York in 1961. Because the name sounds European, Häagen-Dazs is easily mistaken for a European brand. Founders Reuben and Rose Mattus, husband and wife, hoped the company would be associated with the artisan spirit of old Europe. The compoundword “Häagen-Dazs” doesn’t mean anything but is supposed to sound Danish, as Denmark is renowned for its dairy products. As the brand name continues to arouse consumer curiosity and is often assumed to be European, it seems the company nomenclature has been successful.
When Häagen-Dazs first appeared, ice cream was a product marketed mainly toward children. However, Mr. and Mrs. Mattus sought to expand the consumer
base. To appeal to a wider palate, they increased the butterfat content and removed all preservatives, releasing three basic flavors: vanilla, chocolate and coffee. They also charged a much higher price, directly targeting more sophisticated customers. As the company grew, it developed distinctive plastic lids and colored packaging and launched a marketing campaign that conveyed an image of indulgence, and thus succeeded in expanding its market from children to adults. “In the 1990s (the first time I encountered Häagen-Dazs), they were like
the Armani of ice cream,” says one customer.
This path has brought Häagen-Dazs more than just commercial success. Today, whether it’s a children’s treat sold at amusement parks or a cafe indulgence served alongside coffee, Häagen-Dazs is incorporated into many desserts in a variety of restaurants and eateries. It is now common to see people complement a scoop of Häagen-Dazs with additions such as whiskey or espresso. Much like Intelligentsia Coffee and San Pellegrino,
Häagen-Dazs has established itself as a formidable name in the epicurean community. The concept of a “blue ocean,” or uncontested market space, does not apply exclusively to new or sparsely populated industries. If you can reinterpret an existing product by creating a slight variation that opens up a new market, then you have in essence created a blue ocean. That is what Häagen-Dazs did by expanding the possibilities of the ice cream business. To achieve true success, rather than blindly chasing trends, it is important to pause and reflect on
one’s circumstances and environment.
In one of this edition’s interviews, a French dessert chef makes an interesting comment on how the French view food: “The reason why they insist on smaller portions is their fundamental philosophy of ‘eat only as much as you can taste.’” For the French, after three mouthfuls of the same food, the palate becomes dulled. The same principle applies to desserts. Whether it’s a small luxury to savor after a meal or a moment of indulgence after a hard day, we hope that a scoop of Häagen-Dazs will enhance your taste for life.
Taehyuk Choi, Editor in Chief
■ Table of contents
08 Editor’s Letter
Häagen-Dazs on Instagram
Tristan Choi, CEO of Fell + Cole
A look at Häagen-Dazs’ journey through its key flavors
30 My Taste
Consumers share their favorite flavors and experiences
Sweets Bancho, food producer
How Häagen-Dazs infiltrated numerous markets
44 Guilty Pleasure
People who enjoy Häagen-Dazs in their own way
Jung-in Yoo, chef-owner of Kind
Häagen-Dazs shines on the dessert menus of restaurants and cafes
78 View from the Top
The super-premium image of the Häagen-Dazs brand
82 B’s Cut
Images that reveal Häagen-Dazs’ hidden class
94 Brand Story
The birth of a premium ice cream for adults and its branding strategy
Advertising with seductive imagery and suggestive phrasing
108 Taste of Trends
Häagen-Dazs flavors reveal prevailing trends in the food and beverage industry
What Häagen-Dazs means to the rich and famous
The marketing strategies of Häagen-Dazs’ competitors
Numbers that display Häagen-Dazs’ status in the world of ice cream
|한국어판은 나올때 마다 구입해서 전부 다 소장하고 있는데 영문판은 할인행사 하길래 구입해 ...||2019/12/31||destiny**||
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