The Marketing Bestie Podcast with zoeunlimited - the step by step rebrand of Rose

Episode Date: July 11, 2025

https://youtu.be/avFkNMEzxqw✨Start your dream brand TODAY with a FREE shopify trial https://tapthe.link/zoeunlimitedshopify✍🏻ALL RESOURCES https://tapx.it/stanzoeunlimitedHow did a small “weakness” in branding delay rose’s success for 7 years?Learn & Grow with me.💖 Instagram: https://www.instagram.com/zoeunlimited/💜 TikTok: http://www.tiktok.com/@zoeunlimited🖤 Listen on Apple & Spotify: http://apple.co/zoeunlimited https://open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1🪭 All my outfits https://www.shopltk.com/explore/zoeunlimited👩🏻‍💻 LinkedIn www.linkedin.com/in/zoeunlimited🛒 Essentials https://www.amazon.com/shop/zoeunlimited👉use code ZOEUNLIMITED for 10% off ALL travels on Klook https://t.ly/aA76T📧 Business inquiries: [e-mail] //🕙Timestamps: 0:00 Intro3:28 Rosé 1.05:37 Rosé 2.06:07 factor 1 8:43 factor 210:42 factor 3 13:27 factor 4 14:33 Branding Pitfall

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Lucky and pretty privilege expired. Roseh. Roseh Roseh. Roseae. But brand is timeless. How did a small weakness in branding delay Rosei's success for seven years? Idles? Yes?

That's a lie. Ha ha ha. Oh, I would have a minute. If there was one person born with side character syndrome, it must be Rosei. Despite a high follower. a powerful vocal, angelic face, and the rest of Black Pink as her bestie. For years, Rose had everything, except the plot. She was talented, but not the face of Black Pink.

She was beloved, but not the most viral. She had a distinct voice. But it was just another layer in Black Pink's powerhouse production. Rosey wasn't forgotten, but she was only known for Black Pink for K-pop. The alluring dark place of wonders where beauty and youth expire faster than milk. And even the hottest girls get replaced by an endless supply of more hot girls. But the Rose 2.0 as we know today is the face of Wise-Al Tiffany's, Skims Puma, Billboard 100, broke, size 12-year record for the fastest K-pop music video to ever hit 700 million views.

You're big, you're big. I mean, I'll go into it. to the numbers lip, but yeah. It's a Pinterest moveboard for hair, lips, luxury fashion, the number one girl not just in K-pop now, but everywhere. Who got everyone from your ex to your neighbor's third aunt saying Apatoo. That's the rosé effect. How does she do it? More importantly, can she escape the K-pop expiration curse?

Just wait and see, I will show you. Oh, I'll show you! As your marketing bestie, who graduated top 1% UCLA business economics with a background in marketing, we're going to explore how Rosei successfully used four marketing techniques to go from one of the girls to the number one girl. And how you can take things from her story and apply them to your dreams. Because Brande is not just about putting your name on a t-shirt. A brand is how your dream college, dream job, dream boyfriend sees you.

And yes, you have one. And I'm creating this series to analyze pop culture girl icons from a marketing perspective. Because of the power of influence they have over a generation of young girls. I'm starting an email list and if you want early access to this exclusive community of trends, deeper dives, insights, make sure to pre-send up in the link in the description. It's completely free. But what was not free was the price,

to pay for Rose's fame. Are they waiting for me right now? Yeah. Rosei 1.0. Hi, Jasmine Boys. Roseanne Park, Pachéyan, began singing and learned to play guitar and piano as a child. At 15, she went to an audition as a joke that would change her life. Coming first in 700 participants, she signed with YG Entertainment,

moved from Sydney to Seoul, and four years later was revealed as the final member of the girl group, Blackbe In Australia, I dropped out of school. I had never even imagined myself living apart from my family. I hadn't even like slept more than two weeks out of home. It was a really hard way I went to cry. And this began the streak of Rose's lucky and unlucky girl syndrome. Everything that I did was wrong. On one hand, the appeal of Black Pink was phenomenal.

Just branding alone, it created this powerhouse group that is hard not to like. Jenny, with her effortless A Girl Energy, Lisa's stand. dance appeal, Jisu's traditional elegance, and Rose's great vocals. The more successful the group, the more successful the individual artists. It's a no-brainer that the power of associations elevated each member's brand. However, this association was so powerful that it eroded Rosei's personal brand. I'm kind of scared. Rosei was often perceived as the quiet, sweet black pink member.

I'm, chagia, all know. Oh, my. Lacking a standout personality compared to Jenny, the cool it girl, Lisa, the charismatic performer, or Gisu, the elegant, classic beauty, and often stood in the back in interviews. I'm sitting on Rosie. Uh, hello, I'm the, the winner's losers. Yeah, everyone. So how did she go from shy girl to number one girl in the world?

You're international. Yeah. No, I mean, I don't even know what to say. I've been listening to Black Pink since they debuted it, and I'm so impressed by how Rosey, who didn't initially catch my attention, slowly but surely built this robust, sustainable brand for herself, where she no longer needs to compete to be an it girl of Black Pink,

but is the it girl. If you don't like it, then you don't like it. Exactly. Period. There we go. And all of this began with how she turned her quote-unquote weakness into a signature trait. Hence success marketing factor won. D-Tan-Tan-T-T-T-T-T-T-T-T-T-T-T-T-Lang!

Rather than forcing herself to be louder or a batty like Jenny and Lisa, Rosei fully tapped into her nature of being the quiet, sweet Black Pink member, lacking a standout personality. Instead of fighting this, Rosei leaned into her softness and made it aspirational. She doesn't demand attention. She naturally holds it. The marketing lesson here is if people think you lack a standout trait, own it. And refine it into something desirable. Instead of playing someone else's game, Rosei created her own game.

You are working really hard back there. She is playing the long game and began pivoting away from just a K-pop idol because as we know, the massive fame of K-pop fandom also has a very fast expiration date. So many groups and idols with fans that will literally break laws for them get washed out of people's memories as newer groups keep debuting and topping the old and even the most successful girl groups. Square knows that in hospitality, efficiency is everything. That's why their system lets you take payments. Track sales, handle inventory,

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Whereas if you look at artists like Beyonce, Taylor Swift, Lana Dorei, they are as relevant as ever and have long paths ahead of them. In fact, Beyonce is clearly thriving, but Destiny's child was long gone. This is why in order to escape the K-pop curse, Rosei needed to rebrand from a girl in Black Pink to an artist fast. Instead of sticking to Black Pink's dance heavy, high-energy sound, Rosei pivoted hard. Her solo music sounds like on the ground and gone aren't Black Pink-style anthems,

The stripped-down acoustic performances with a genius move of always having a guitar on stage differentiate her. The guitar that became part of her core visual identity now reminds people that she's becoming a true musician, rather than just a performer. Rose's social media presence is also not very saturated. She keeps a quiet luxury energy. Fans don't know everything about her, which makes her more intriguing. This strategy is straight out of the luxury marketing handbook. The less you see, the more valuable it feels. Which ties to the second key marketing strategy for the rebrand of side to main character.

Second, visual branding. From cute and soft to edgy and ethereal. In an industry where visuals are everything, signature looks equal brand recognition. Like every other idol, Rose used to switch in between styles, which is important for experimentation. But while Blackpings members continue frequently switching up their styles, Rosei decided to stay with one timeless high fashion aesthetic. Since 2018, when Rosei returned to blonde, she began making platinum blonde hair her signature identity.

This works so well that even fans joke about how Rosei can't return to her darker hair because it will quote unquote ruin her brand. I wish my hair was a bit more blonde then. Eh. It completely elevated her girl next door visual, to a more high-fashioned editorial artsy styling, feeling more mature, cinematic, and timeless, rather than trendy. Now some may argue, wait, wait,

didn't Rose just recently change off her visual brand again? Ditching her iconic straight hair for a softer playful look with curls, as we see in this new chapter of her solos, especially with the Appet to collab with Bruno Mars with over 1 billion views on YouTube. Correct, and this rebrand of visual ties to her change in her audio brand, as well. But notice how she earned the ability to shift and experiment freely after six years of a consistent visual brand. And did not go 180 like Jojo Siwa, but instead expanded her already strong visual brand with minor tweaks. In other words, this is a natural extension, not a conflict in branding.

And it was needed for the introduction of a more playful brand to her voice. As her prior solos are more ethereal with a stronger sense of distance, this new visual of curls and shorter her updoes, more casual outfits, and more masculine cuts serve to expand her brand for additional variety. Thus, we of course have to talk about the major third key marketing factor, associations. The Bruno Mars Brose collaboration was one that no one really saw coming, but made so much sense. What do we know about the Bruno Mars brand? Grammy winning, critically acclaimed, and chart-topping artists with huge respect in the industry. Now why should Bruno's brand be associated with Rose's brand?

Because undoubtedly as a key member of Black Pink and a notable voice in K-pop, she can in return help Bruno tap into the massive Asia market. In other words, a win-win. Rosie, let's rock! The key personal branding of elevating associations isn't about how to force upon a positive association on yourself. It is to elevate your own brand to attract many other positive brands, to create a synergy that is great for all parties. This is why Rose didn't just do this collaboration seven years ago,

but took the time to really establish herself through her years in Black Pink with a soft power unique brand. Rose and Bruno Mars had probably not a huge overlap in audiences, but with their diverse audiences from the West and East combined, the results were phenomenal. It's huge. It's gone everywhere. Yeah. It's number one in 25 countries, everybody.

Number one. That pre-chorus is one of the most addicting pre-courses I have heard. I'm dead ass serious this decade. It's like pop perfection. He's crazy. In my head, I envisioned it completely. I was like, yeah. It'd be crazy if he jumps on an APT.

And instantly he's texting. He's like, what does APT mean? And I'm like, it's a Korean drinking game. And he's like, this is crazy. And he jumped on it and rest is history. Rosey proved that she isn't just another K-pop idol, trying to go solo. She's a legitimate artist who can hold her own among music's elite. And through the format of a collaboration, she de-risk alienating her fans while stepping beyond her Blackpink's image.

Especially through a new stylistic direction that follows Bruno's R&B, soul, pop, and old school influences. Establishing that she is an artist who can not only stand alone in K-pop, but now popped the K-pop bubble and is on her way to be a global But more than a global artist, how do Rose become the number one girl? Number one girl in your eyes? And that has to do with factor four, the luxury crossover. Rosie's team did a really good job in building her identity beyond just another K-pop idol, and this was a multi-step play, with step one being redefining her image with Yis L and Tiffany & Co.

Now this in itself is not out of the ordinary, as we see Jenny with Chanel, Lisa with Celine, Jisu with Dior. It is a crucial step to bring the artist to cross-neesh away from just K-pop into high fashion, into pulp culture. And with Rose being the global face of Saint Laurent, she began embodying Parisian cool girl energy rather than just Korean idol glam. So naturally, the second step was to be seen at carpets like the Met Gala, Ken Lion, dressed head to toe, and YSL.

Now to be seen in the light of an established global artist. surrounded by other established global celebrities. How do you say, hey everybody, I hope you enjoy APT. APT, many, love you, but this also brings up a major branding pitfall of creating too much distance with Rosey's fandom because if we take a step back,

who are Rose's main audiences? It's teen girls and young adult women who aren't casually browsing gowns from YSL or switching between collections from Tiffany's. while still worrying about midterms or hustling to pay rent. Even though Rose's brand of aspiration is becoming more and more elevated, the previously bubbly and relatable girl next door that long-term fans fell in love with

will start to lose that special connection, which makes her brand lose a huge unique advantage and just become one of the many pretty faces in Hollywood, which is why the third step is the most strategic in my view. While having the luxury crossover in step one, A notable carpet appearances in step two, created a globally recognized elevated brand to avoid falling out of touch with her young female demographic is to start having more crossovers with more accessible brands like skims and Puma. This Valentine's Day, everybody's free skins. And this is genius in three ways.

A, it expands the association of Rose to an even bigger and broader universe of sports and street wear beyond just luxury. And B, what is Skim's known for, guys? It in itself has done an exceptional job in elevating its brand cachet. And working with all the it girls from Sabrina Carpenter to Charlie X-A-X before they blew up even bigger to become the next cultural movement. In other words, to have the skim's stamp of approval is to have the crown to be the next it girl. Not just in Korea, not just in Asia, but globally. Which brings up C. The completion of a global expansion campaign. The existing massive global fans of these brands are now aware of and will start paying more attention to Rose.

That makes this quiet, shy girl who used to be in the background, the number one girl, that blew the internet up with Bruno Mars that is adored by the world of fashion, beauty, and more. Rose's transformation is proof that even if you start in the background, you can rewrite your name. narrative. She turned her softness into status, her quietness into exclusivity, and her visuals into branding gold. Once again, it just shows how lucky and pretty privileged can get you a head start. But brand dictates how far you go. This is your marketing bestie, Zoe Unlimited. Episodes are available on all podcast networks, Apple, Spotify, YouTube. Share this episode with someone to grow your brands together. Have a beautiful and amazing day and see you next week.