수요일 오전, TRR Korea, 15-A 회의실(계속)
Scene: Marketing Strategy and Brand Awareness
Sarah (maintaining a calm but pointed tone): I actually had another concern about the engagement campaign. I appreciate the work, but I’m picking up on differences in how our brand message is presented in Korea versus our global standard. This isn’t a minor issue; similar misalignments have been pain points in other regions before.
이지은 (realizing the conversation is shifting and trying to respond carefully): I understand, Sarah. We’re always mindful of the core brand values—innovation, quality, and a premium feel. But here in Korea, to truly connect with consumers, we’ve adjusted the tone to feel more approachable. Younger audiences, especially, respond better when the messaging feels relatable and part of their daily life.
Sarah (tilting her head, with a slight edge): I see. But my concern is that “approachability” might dilute our premium image. We can’t drift from what defines our brand globally. Regions that stray too far from this alignment tend to muddy our identity—Europe taught us this lesson, Do-Hyun. Remember when they introduced that “Relaxed Luxury” campaign without consulting HQ?
김도현 (growing defensive): Sarah, that situation was different. The team in Europe was dealing with a completely different audience dynamic, and I’ll admit, they took things a bit too far. But that’s not what’s happening here in Korea. We’re not going rogue; we’re adapting—there’s a difference.
Sarah (leaning forward, voice steady but firm): I’m not saying anyone’s going “rogue,” Do-Hyun. But that “Relaxed Luxury” campaign created a lot of confusion for our customers, and we had to spend resources clarifying our positioning. When we have regions experimenting too freely with the brand tone, it risks diluting our global identity. I’m seeing shades of that issue here.
김도현 (voice slightly raised, unable to hide frustration): But Korea’s market is unique, Sarah. If we stick rigidly to a one-size-fits-all approach, we’re going to lose the very audiences we’re trying to connect with. Isn’t the whole point of these regional teams to bring local insights to the table?
Sarah (coolly): Local insights are essential, Do-Hyun, but they’re supposed to enhance our brand, not redefine it. And I think you’d agree that staying aligned with our global message is non-negotiable. We can adapt, but we can’t afford to stray.
김도현 (making a second attempt to ease the tension, keeping his tone light): Understood, Sarah. We’ll keep the “local flavor” in check—enough to add taste, but not to change the dish. Right, Ji-Eun?
이지은 (smiling nervously but nodding): Right. I’ll balance it more closely with HQ’s direction and ensure our next campaign reflects that focus.
Sarah (relenting slightly, though still serious): Good. I appreciate the effort, Ji-Eun, Do-Hyun. Let’s all stay on the same page moving forward. I’ll look for updates in the next review.
(Suddenly, 김도현’s phone buzzes, and he checks the screen briefly before looking up apologetically.)
김도현: Apologies, everyone—I just received an urgent message that I need to address. It should only take a few minutes. Do you mind if I step out briefly?
Sarah: No problem, Do-Hyun. In fact, why don’t we all take five?
이지은: Sounds good to me. I’ll grab a quick coffee.
박성훈: Great idea. I could use a moment to review my notes before we jump into the next section.
Sarah: Perfect. Alright, let’s resume in five.
오늘은 여기까지! 본사와 지사 간에 긴장이 고조되려다가 아슬아슬하게 다시 봉합된 느낌입니다. TRR Korea의 회의는 다음 뉴스레터에서 이어집니다. | 
