What actually makes a K-pop label good or bad at marketing/promoting? (ex: HYBE & JYPE)

I think it’s safe to say that the consensus is that HYBE is the label, at least among the Big 4, that excels when it comes to marketing and promoting their groups. On the flip side, the overwhelming consensus seems to be that JYPE is the worst at promoting their groups. Some may argue YG but they really seem to put in a lot of effort promoting Babymonster.

What are the reasons behind this perception? What exactly does HYBE do that JYPE doesn’t, or vice versa, that has led to them developing such different reputations when it comes to promotion?

I wanna take a deeper look at how marketing and promotion actually work in kpop, and why HYBE has developed a reputation for being particularly good at it while JYPE has developed the opposite reputation.

submitted by /u/Embarrassed-Mood-728
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