Kao's Brand Revolution: From Consumer to Lifestyler
This episode discusses Kao's strategic shift from viewing customers as "consumers" to "lifestylers" as a key factor in their corporate turnaround.
Initially facing declining profits, Kao reevaluated its approach, recognizing the limitations of focusing solely on product consumption and functional improvements. By adopting a "lifestyler" perspective, the company broadened its understanding of customer needs, moving beyond just the act of buying to considering the entire context of daily living. This change enabled Kao to identify deeper emotional and experiential values related to their…
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