MBLM Ranks Brands with AI, Aiming to Make Korea an Asian Hub and Support Overseas Expansion

MBLM, a foreign-invested company that supports global branding consulting and digital marketing based on AI technology, was introduced in EP12 of KOTRA TV's 'Global Talent Supporters' Day as an Employee at a Foreign-Invested Company Vlog'. Two 2020 Global Talent Supporters visited this company located in Korea. According to the video, MBLM utilizes its self-developed AI technology to provide customized digital marketing solutions and supports Korean companies' entry into global markets.

Collecting Brand Stories Worldwide with AI to Rank 100 Brands

According to the video description, MBLM is a global brand consulting group that studies the 'Intimacy' between brands and consumers, leading the field of Brand Intimacy. An official in the video explained that the company views brands from a slightly different perspective, stating that to create a strong brand, there must be an emotional connection, which is simple yet very difficult.

MBLM publishes a Brand Intimacy research report every year. This research collects and evaluates brand-related stories circulating on the internet using AI and ranks 100 brands based on this. The official explained that emotions drive decisions, and ultimately, larger brands with more engagement earn more money.

The company says it does not strictly define itself as just a brand consulting company or a marketing company. Since they can handle everything from brand marketing, digital, interactive, and 3D to development, they can manage the entire process from start to finish. The organization is divided into three branches. 'Lab' handles Brand Intimacy research, and 'Platform' manages self-developed tools. 'Agency' manages SNS and website development/production to spread stories, based on the idea that people spend money when they know brand stories, and they also create various platforms where people can directly touch and experience things. The company calls this part 'Experience'.

Dubai Representative Seeing Korea's Market Potential, Making Korea an Asian Hub

According to the official, MBLM was founded by a partner in New York and another partner, and it currently operates in five locations. William, the managing partner from Dubai appearing in the video, introduced himself as having co-founded the company more than 15 years ago, providing advice to the team, managing difficult situations, and helping solve customer problems through branding and technology. He said he has been a fan of Korea for a long time, and his connection with Korea began when he dealt extensively with Daewoo to bring products into Mexico during his time as a young entrepreneur at age 24.

An official from the Korean office conveyed that William, the representative from Dubai, views the Korean market as a market with great potential. He is looking at the potential of the Korean market, including how much further it can expand toward the Middle East. The official explained that the company's biggest goal is to make Korea an Asian hub and support Korean companies through MBLM when they go abroad via digital marketing and more.

The Seoul team holds meetings with the Dubai team at a set time every day. They say they work together every day because the time difference allows it from 9:00 to 6:00 or 7:00. It was explained that even for Korean projects, they do not proceed only in Korea but always move as one team, such as having Dubai colleagues participate when necessary. It is an environment where Seoul participates in Dubai projects and supports the ideas created by each other. They have also created an exchange program where team members can work in Dubai for about a month once they gain expertise after 2 to 3 years.

Horizontal Culture Encouraging Early Leave and Recruitment Plans

Officials said the company atmosphere is truly horizontal. They said an employee is at a level where they can send a message directly to a partner to have a call. Another official conveyed that the representative's intention is for employees to go home early and not stay in the office. They work in the office from 10:00 to 5:00, but instead, they allow people to work where they want or attend to urgent personal matters during the one hour before and one hour after. The goal of human resources is to create an environment where people can comfortably talk about their difficulties and conduct a lot of their own research.

A current employee shared that if one has the ambition to be curious, interested, and do well, their career can expand and become enriched as they are exposed to various projects. Since the company works using AI, they have a high interest in AI and like people who want to learn or study something, and since they mainly work with the Dubai team in the afternoon, it is good to have basic English communication skills.

The recruitment plans introduced in the video were for two positions. As the client base continues to grow, they are planning to recruit an Account Manager to manage clients and a Designer to create design and branding approaches. The official said they prefer people who like to learn and take on challenges by experiencing various things rather than specializing in one field, and urged applicants to write their resumes faithfully since it is the first meeting with the company.