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■ About the Publication
Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand's hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
■ About the Publisher
JOH & Company is a creative company founded in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as "Google of Korea." He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH & Company, a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, brand consultation, interior, food & beverage service, and product design, based on his own experience. The first fruit of such endeavor is magazine B.
■ About the Issue
Welcome to the 58th edition of magazine B.
Our readers, as well as journalists writing about our magazine, often ask us similar questions. They want to know, for example, why we are producing a paper magazine in the digital age, or how we generate revenue, or how we decide which brands to cover. Another common question - especially with the annual city issue having become a tradition of sorts for magazine B, starting with the Berlin issue two years back, followed by last year's Seoul issue - is why we choose cities as brands. To answer this last question, I have to say, we didn't start out with any fully developed premise de ning cities as brands. We began instead with our own question: Can cities be understood through the lens of branding? Incidentally, we've taken this approach with more than just cities. Whether we're writing about conventional businesses or new business models tailored to a new age or any sort of intangible service, people or trends, our starting point has always been the consideration that perhaps all of these things might constitute their own brands. Instead of rushing to de ne what we see, we've allowed ourselves to explore and question. And in this way, we've continued to break new ground for B.
This edition of magazine B introduces the city of Portland, Oregon. As always, we began by asking if it might be possible to see Portland as its own unique brand. Our attempts to answer this question have been faithfully documented in the following pages. No doubt our readers will arrive at their own answers, but, if only as a preview of what's to come, I will o er this: Portland is a city built on its people. Its vitality lies not in vast amounts of capital, or a grand history preserved in relics and remnants, or the energy conveyed by sophisticated architecture, but in people who believe that the will for good, coupled with deep conviction, can change the world. Moreover, if the people we talked to for this issue are any indication, Portlanders are also of the sort concerned more with asking questions than hurrying to produce the "right" answer. What does it look like to live fully human lives? Where do the objects we use every day come from? In what direction are we now headed? These are the sorts of questions they never stop exploring, and the thoughtfulness behind such deliberations is what makes the city a truly open place. This posture of openness, in turn, means acceptance and embrace, not only of oneself but also of one's neighbors, and importantly, the work such neighbors do. After all, it's not unusual for another person's choice of work to seem odd or even pointless but in Portland, it's the spirit behind your endeavors that counts. Portlanders are wholehearted and unsparing in their support for undertakings built on sound intentions. This is probably why small businesses and entrepreneurs crop up in the city on a near daily basis - a workshop that helps people build and complete their own projects, a record shop specializing in lesser-known music, a museum of bizarre odds and ends, and a brewery that's all about crafting experimental brews.
This idea is precisely what we heard people talk about most during our week in beautiful, scenic Portland: entrepreneurial spirit. It might sound somewhat lofty, but it came up completely naturally in our conversations with small shop owners and meticulous artisans alike. By paying attention to the values of people like these, we gained a better sense of what the Portlandian entrepreneurial spirit is all about. Businesses in the city care more about the motivation and process behind their work than the actual outcome, or classi cation by type or location. What they suggest is that the criterion for a city's livability or sustainability might be better re ected in how it operates and runs than in the sights or spectacles it has to show us. My hope is that the dynamic of mutual support and openness to growth we see in Portland will take root in the places we each call home.
Eunsung Park, Editor-in-Chief
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