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■ 이 책에 대하여

2011년 4월 창립한 제이오에이치는

NHN에서 크리에이티브 마케팅·디자인(CMD) 본부장을 역임한 조수용 대표가 만든 크리에이티브 컴퍼니입니다.

조수용 대표는 한국의 구글로 불릴만큼 국내외로부터 큰 찬사와 관심을 받은 NHN 분당 사옥의 탄생을 총괄 디렉팅하고 이를 단행본 <그린팩토리>로 펴내 출판계에서도 큰 화제를 모은 바 있습니다. 각 분야의 전문가들을 모인 제이오에이치는 조수용 대표의 경험을 살려 건축 디자인부터 브랜드 컨설팅, 인테리어, 식음 서비스, 제품 디자인, 미디어를 아우르는 복합적인 프로젝트를 진행하고 있습니다. 매거진 <B>는 제이오에이치가 세상에 선보인 첫번째 결과물입니다.

■ About the Issue

Welcome to the 80th issue of B.

Every generation sees popular words and expressions wax and wane with the passage of time. One of these expressions is “taste,” which has crept into conversations and articles, now inspiring scores of readers to obsess over tastes. In an age in which self- expression is highly valued, the word “taste” neatly expresses the unique and differentiating personality of an individual—the element that categorically sets them apart from the crowd. If left ambiguously defined, it may feel as though that person has no particular penchant for anything. According to the general definition, however, taste could be seen as something that captivates one’s attention. Things that win over the heart right away, things that seem decent and proper, or things for which appreciation is acquired with exposure—all of these are things “taste” could connote.

Montblanc, a German brand that started as a luxury writing instrument manufacturer in the city of Hamburg, is case in point. While it seems to have secured a place in the luxury segment in the ranges of pens, watches, and leather goods, Montblanc has managed to remain an unassuming, unpretentious brand that refrains from ostentatious or provocative images. One interesting fact is that those who encounter Montblanc directly or indirectly are likely to strongly recommend the brand to their family or friends. Recommending a product is slightly different from falling within an individual’s taste parameters. People make recommendations when something is proven to be authentic, or when you see it like an investment whose value won’t depreciate over time. In that sense, Montblanc products can create a “guaranteed” taste in that they are products that weather the test of time.

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