Korea’s Comical Marketing Slogans

by Robert Koehler on October 15, 2008

In the Korea Times, Tom Coyner discusses Korea’s comical (at least to foreign ears) slogans and the problems of marketing Korea.

{ 9 comments… read them below or add one }

1 The Big Chi October 15, 2008 at 12:29 pm: That’s because city workers go around with the poles and knock them off the trees. The Gu office head has to get some pocket change you know.
2 red sparrow October 15, 2008 at 1:16 pm: No wonder Lone Star had so many troubles. They have been trying to sell the wrong bank all this time.
3 Granfalloon October 15, 2008 at 1:49 pm: Who the hell wrote the headline for Coyner’s piece? It’s ridiculous, and Coyner should be insulted. Here’s why:

total length: 1411 words
amount that discusses comical slogans: 47 words
amount that discusses the ills of Korean beaucracy: pretty much the rest of the article

Pay no attention to the several paragraphs where Coyner lays out how Korean management structure and practices are hurting their marketing endeavors, because “Korean Slogans Comical to Foreigners!”

No need for big, sweeping change in Korean business practices. Just fix the slogans. Tom Coyner says so. Unless of course you actually, you know, read his article.
4 SomeguyinKorea October 15, 2008 at 2:34 pm: How about this one, “Say Kim-cheese!”?
5 Linkd October 15, 2008 at 7:57 pm: The headline screwed your piece, Tom. Too bad.
6 TomCoyner October 15, 2008 at 9:14 pm: Hi guys,

Thanks for the above comments — all of which I agree.

Yes, it’s true. I have no say whatsoever over the headlines the KT copy editor comes up with for any of my stuff. I have almost gotten use to it. I don’t cringe nearly as much as I used to when my column and occasional other pieces goes to print.

At the same time, the copy editor usually misses most of my mistakes that a competent copy editor should catch — albeit, the mistakes in the first place are mine. (aigo – mea culpa…)

For example, I know the current US ambassador fairly casually, as we were in the same Peace Corps group of some 30 people, 30 years ago. I have always called her “Kathy Stevens,” when in fact she should be properly referred and surname correctly spelled as “Kathleen Stephens” – (but does anyone know her first name is actually Delores? Kathy is too cool to go with that moniker and has adopted her more down-to-earth middle name that suits her personality. But I digress…)

And second, since I’m baring my soul, allow me to be the first to point out that in my rush to get that article’s copy out to meet the deadline, I wrote Korea Development Bank when I meant Korea Exchange Bank in noting the foibles of Lone Star in this market. (For the Love of Mike, what was I thinking??)

Finally, and this was no mistake but a smart move on my part, I contacted Robert Koehler to help me find some of the blogged gems regarding nation branding slogans that foreigners have posted on this site over the years. Robert adjusted his time priorities on short notice to be of service. (Thanks, Robert! You’re a hero!)
7 Granfalloon October 15, 2008 at 9:33 pm: Mr. Coyner, your article may have had a few hiccups, but none so egregious as the KT’s complete mislabeling of your main point. It bothers me that the KT took a thoughtful and timely assessment of Korean marketing failings and tried to portray it as another goofy piece in which a foreigner gripes about some vague aspect of Korea.

I enjoyed your article, and I hope people take the time to read your piece in full.
8 rmeurant October 15, 2008 at 10:45 pm: The KT also shot themselves in the foot, I thought, by having the large advert for “Essay Contest on Dokdo for Foreigners” on the same page as the bulk of Tom’s considered article. Yup, enough of reason, let’s get right back into the irrational…

By the way, in the same issue:
KFT Turmoil, Rules Nix iPhone Debut:
“You can’t say that Apple is greatly interested in the Korean market” – my goodness, why-ever not? And,
“There are a lot of issues to be settled, such as whether Apple would be willing to make the adjustments to enable our mobile data features on the iPhone”, huh? And, “it will take two to three months to complete the network inoperability tests…” – I’m sure it will, if you are determined to stonewall superior technology…
9 rmeurant October 15, 2008 at 10:57 pm: Woops, just seen Somebody Owes Me “Dinner”…