Tokyo Gas Branding for Social Value and Purpose
This examines the shift in Tokyo Gas's brand strategy from focusing on functional value (providing gas and electricity) to establishing a greater social value or purpose.
It explains that the company was struggling with a "transparent existence" because its role as a basic infrastructure provider meant it was rarely top-of-mind for consumers outside of specific events like moving or equipment failure. To overcome the perception of being merely a "gas company," even after launching a new solution brand, Tokyo Gas redefined its image to be "a company you can entrust your entire life to,"…
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