The Noon Nopi framework for global marketing
This post is in draft and is regularly updated
Recently I read a book and did a course on the Noon Nopi framework. It is a framework that can be used for global marketing (although main focus is Asia).
If you think that it is interesting, buy the book.
I will place some screenshots in this post and a short explanation as for my own reference, but it might be useful for others as well.
Noon Nopi is Korean. It means "eye level" and that is exactly what this is about.
Marketing is simply defined as the matching of eye levels between two or more parties. It can be external or internal.
A product or service can be :
Under Noon Nopi
Fail to live up customer expectations (quality for example)
Over Noon Nopi
Over estimate customer expectations. May lead to over pricing
This is always applicable in marketing but especially in international marketing. Make sure you have the correct "Noon Nopi", when you market abroad.
A Noon Nopi should be described in around 5 words.
An example grid of a skincare brand
The goal is to have many associations in strong, favorable, and unique.
The Omni branding framework
Some simple Noon Nopi branding examples:
Snickers = Marathon in the UK (for a long time).
Mr Clean = Don Limpio (in Spanish speaking countries)
The Omni branding framework helps you identify the branding scope per country or region.
I think this can not only be used for branding, but also for commerce.