South Korea-based Magazine B provides unbiased scrutiny of what it calls ‘well-balanced brands’ from around the globe, taking in names as diverse as Lego, Rolex, Audi and Netflix. Each issue provides insight into a particular brand, with in-depth analysis of the business as a whole through the product or service (or even place, such as Portland or Kyoto), its philosophy, history, innovation and market reception. It also features interviews with employees and an overview of their benefits within the company, as well as the customer/user perspective. Analysis is fairly uncritical but it is impartial and distinctly non-advertorial. The publisher believes that people want to know more about the brands they see follow and possibly use in everyday life, so their analysis is, accordingly, ‘head to toe’. Magazine B is perfect for brand and marketing professionals, students and, of course, brand followers and aficionados. The magazine marked the occasion of its 100th issue with the following statement: B, founded in Seoul, South Korea, in 2011 by Suyong Joh, is a documentary magazine featuring well-balanced brands that are selected based on four criteria: philosophy, price, aesthetic, and practicality. In an era when most magazines push breaking news and hot trends, B offers something fresh: a regularly published series in book form that examines brands as subjects with unique narratives and structures. Running ad-free from issue 1 to 100, the magazine has been praised for upholding the pursuit of objectivity and maintaining its independent perspective. Seen in the global creative scene as a brand guide and valuable collectible, B is expanding its experiential touchpoints with podcasts, video content, and physical stores, gearing up for its next chapter as a media brand that presents a full spectrum of brand content.
