Shows / Marketing Talks
Episodes
- Marketing Talks
Anmaoh: Moment Marketing for Customer Needs
This episode introduces moment marketing, a strategy that focuses on understanding customer needs by considering their "situation" and "state" to identify…
- Marketing Talks
UMAMI COLA: Bias Break Innovation in Beverages
This episode analyzes UMAMI COLA's innovative marketing strategy, termed "bias break," which involves challenging established industry norms. It details how…
- Marketing Talks
Nissin Cup Noodle Emoide Package Campaign for Moment of Truth
This episode examines Nissin Cup Noodle's "Emoide" (Emotional Memories) campaign, which leverages consumer recollections to enhance brand engagement. It…
- Marketing Talks
Deceptive Brain: Unmasking Black Marketing Tactics
This episode explores the concept of "black marketing," examining how various tactics exploit the human brain's vulnerabilities to influence purchasing…
- Marketing Talks
Takarashuzo Mirin: Visualizing Customer Value and Brand Concept
This episode uses the case study of Takara Shuzo mirin. It explains how companies can address the challenge of products with inherent benefits that consumers…
- Marketing Talks
Saison Black Card: Redefining Customer Value
This episode explores Credit Saison's approach to redefining customer value, specifically through their Black Card program. It highlights the critical…
- Marketing Talks
Bias Break and Essential Intuition in the AI Era
This episode introduces two crucial human-centric skills for the AI era: "Bias Break" and "Essence Intuition." Bias Break encourages challenging preconceived…
- Marketing Talks
Gen-z Recruiting: BGC and UGC Synergy in Marketing and Recruitment
This episode examines the synergistic relationship between Brand Generated Content (BGC) and User Generated Content (UGC) in the realms of marketing and…
- Marketing Talks
Taisho's Integrated Marketing: Entry Points and Availability
This episode details Taisho Pharmaceutical's integrated marketing strategy, focusing on how they successfully combined television and YouTube advertising for…
- Marketing Talks
Economic Security: Insight and Foresight for Business Strategy
The episode emphasizes the crucial role of insight and foresight in navigating the complexities of geopolitical and economic security in the business world. It…
- Marketing Talks
BAKUNE: Crafting a Category and Building Brand Assets
This episode discusses Toenails' BAKUNE, a brand that has redefined the pajama market by creating the "recovery wear" category. It explores how BAKUNE…
- Marketing Talks
Toyotomi Succession: Corporate Governance and Leadership Lessons
This episode reviews Saburo Kajiyama's business novel, "The Toyotomi Succession: A Novel of a Giant Automobile Company," which explores the complexities of…
- Marketing Talks
PochettePlus: Category Entry Points and Brand Entry Points
This episode introduces "PochettePlus," a financial education app for families, co-developed by Mizuho and Sega, that teaches economic concepts through…
- Marketing Talks
Higashimaru Shoyu: KGI KPI KAI Management
This episode examines Higashimaru Shoyu's successful social media strategy, particularly on X (formerly Twitter), highlighting a shift from solely focusing on…
- Marketing Talks
Weakness to Strength: Strategies for Smaller Businesses
This explores how smaller entities can outperform larger competitors by adopting unique strategic approaches. It presents two primary case studies: Seicomart…
- Marketing Talks
Kisoji Okuizome: Invisible Marketing Systems for Driving Customer Engagement
This episode explores how businesses can cultivate customer engagement through what it terms "invisible marketing systems," focusing on the case study of…
- Marketing Talks
Cheki's Analog Revival: Marketing for Enduring Brands
This episode outlines how Fujifilm successfully revitalized its Instax "Cheki" instant camera, transforming it from a struggling product into a global…
- Marketing Talks
New Balance: Category and Brand Entry Points
The episode introduces two crucial marketing concepts: Category Entry Points (CEPs) and Brand Entry Points (BEPs). CEPs describe the moments when consumers…
- Marketing Talks
Yoshigai Kamaboko: Reviving a Legacy with the Strategy of the Disadvantaged
This episode examines how Yoshigai Kamaboko, a traditional Japanese kamaboko (fish cake) maker, revitalized its business from the brink of closure by employing…
- Marketing Talks
Orbiting Classroom: Science, Second Chances, and Learning's Joy
This episode offers a comprehensive review of the novel "Orbiting Classroom" (Sora Wataru Kyoushitsu) by Shin Iyohara, focusing on its core themes and…
- Marketing Talks
Handsman's Critical Core Strategy
This episode explores the concept of a "critical core" strategy through the case study of the Japanese home center, Handsman. This strategy involves adopting…
- Marketing Talks
P&G Logistics Powers Retail Execution
This episode explores the significant impact of effective logistics on a company's retail success, using P&G's historical collaboration with Tupperware as a…
- Marketing Talks
Jobs Theory for Customer Understanding and Marketing
This episode explains the "Jobs to Be Done" (JTBD) theory, which focuses on understanding the underlying progress customers want to make in specific…
- Marketing Talks
Charmant's Robot Solving Business Problems with Job Theory
This episode examines a Japanese eyewear manufacturer, Charmant, and its implementation of general-purpose robots in its factory through the lens of Job…
- Marketing Talks
The Ureshino Tea Story: Raising Value and Raising Price
This episode examines how the Ureshino tea region in Japan transformed its product from a freely available commodity into a high-value, premium experience…
- Marketing Talks
Pocari Sweat's Categorhy Entry and Brand Point Marketing
This episode discusses marketing concepts related to how consumers decide what to purchase, focusing on two key "entry points." The first is the Category Entry…
- Marketing Talks
Kao Essential: Brand Revival BGC and UGC Synergy
This episodet examines how Brand Generated Content (BGC) and User Generated Content (UGC) can be strategically combined to revitalize a brand. It explains that…
- Marketing Talks
Imitation to Creation: A Creative Guide
This episode provides a summary and review of the book "Imitation and Creation: A Creative Guide for Ages 13 and Up" by Kunitake Sasou, arguing that creativity…
- Marketing Talks
QUINTBRIDGE Applying the SECI Model for Innovation
This episode examines how the NTT West-operated open innovation facility, QUINTBRIDGE, leverages the SECI model to foster knowledge creation and collaboration…
- Marketing Talks
AIICO Sampling's Evolution to Test Marketing 2.0
This episode describes a new approach to product sampling, referred to as "Sampling 2.0," exemplified by the AIICO sampling vending machine. Unlike traditional…
- Marketing Talks
SmartHR Organizational Culture as Brand Asset
This episode explores how an organization's culture, often seen as mere atmosphere, can become its valuable brand asset, providing a significant competitive…
- Marketing Talks
JAL's Goshoin: Visualizing Experience and Creating Meaningful Value
This Japanese case study explores JAL's "Goshoin" collection, which are stamps designed to resemble shrine and temple seals, available for purchase at…
- Marketing Talks
Sapporo Black Label's "Adult Elevator": Building Brand Association
This episode discusses brand association, defined as the sum of a person's memories, images, and feelings linked to a brand. It highlights how strong brand…
- Marketing Talks
M. League: Rebranding Through Perception and Distinctive Brand Assets
This examines the successful rebranding efforts of the M. League, a professional Japanese mahjong league, which aimed to change the public's negative…
- Marketing Talks
Aoyama Shoji Custom-made Suits: Product Changes and Business Transformation
This episode analyzes the shift by Aoyama Trading, a major suit retailer, from focusing on ready-made suits to prioritizing custom-made options, using this as…
- Marketing Talks
Drucker's Customer-Centric Marketing Philosophy
This episode explores Peter F. Drucker's management philosophy on marketing. It argues that the definition of a business is determined not by the company…
- Marketing Talks
The Structure of Creative Thought: Unlocking Insights
This episode examines the idea that creative thinking and uncovering insights are not simply innate talents, but rather follow a discernible "framework" or…
- Marketing Talks
Marketing to Single-Person Households: Breaking Assumptions to Adapt Market Change and Customer Mindset
This analysis explores the case of "Ohitorisama no Ie," a housing product by Base Home, highlighting the importance of questioning traditional assumptions in…
- Marketing Talks
Mizuno CUSHIONREVO PRO Cross-Industry Innovation
This piece examines how Mizuno developed the CUSHIONREVO PRO baseball cleat by applying innovation from another industry. Traditionally, baseball cleats…
- Marketing Talks
Customer Centricity Through History and Business
This discusses the importance of customer-centricity in marketing, emphasizing the need to understand customers from their perspective rather than solely from…
- Marketing Talks
Kirin Namacha Rebranding with Jobs to Be Done
This piece examines how Kirin Namacha successfully rebranded by applying the Jobs to Be Done theory. It explains that this theory views products as "workers"…
- Marketing Talks
Nissin's Surume Cycle Marketing Strategy
This episode describes Nissin Foods' "Surume Cycle" marketing strategy, which aims to create a continuous loop of consumer engagement. The cycle begins with…
- Marketing Talks
Barchica03: Finding Untapped Customers for Empathy Marketing
This analysis examines how the dining complex Barchica03 in Osaka, Japan, achieved success by utilizing empathy marketing. Instead of targeting the general…
- Marketing Talks
Shabuyo Redefining Value as a "Food Theme Park"
This episode examines the case of Shabuyo, a Japanese all-you-can-eat shabu-shabu restaurant chain, and its strategy to redefine its customer value and brand…
- Marketing Talks
Entrepreneurs and Business Textbook from Age 13 Year Olds
This review explores a novel titled "Thirteen Year Olds' Business Textbook," which presents business fundamentals through a fictional narrative. The story…
- Marketing Talks
Mitsui Sumitomo Insurance: Category and Brand Entry Point Marketing
This episode examines how companies can improve customer recall and sales, particularly for products not frequently considered. It introduces two crucial…
- Marketing Talks
Nunobiki Falls: Reinterpreting for Tourism Marketing
This analysis explores the successful tourism marketing strategy employed by the city of Kobe, Japan, using the Nunobiki Falls as a central example. The…
- Marketing Talks
Understanding Customer Context for Value Creation
They discuss the importance of understanding customer context in marketing and business strategy. It highlights that successful offerings stem from…
- Marketing Talks
Starbucks Japan: Big Vision, Low Stance
This e analyzes how Japan's Starbucks has achieved remarkable success despite the company's struggles elsewhere by applying the principle of "big aspirations…
- Marketing Talks
Meiji Oishii Milk Coffee and Brand Extension
This episode discusses brand extension, explaining how companies can leverage the existing recognition and trust of a well-established product to launch new…
- Marketing Talks
Driving Business with Effective Marketing Research
This outlines a comprehensive approach to effective marketing research that moves beyond mere data collection. It emphasizes that valuable research should…
- Marketing Talks
Cool Japan: Customer-Centric Marketing 4P
This analysis of Cool Japan examines its shortcomings in promoting Japanese culture and products overseas, arguing that while Product (the content itself) is…
- Marketing Talks
Mitsui Sumitomo Marine: Rediscovering Value Through Customer Insight
This episode discusses Mitsui Sumitomo Insurance's marketing strategy centered on customer understanding. It explains how the company, despite being…
- Marketing Talks
Paris Miki's NPS-Driven CX Transformation
This explains how the company Paris Miki achieved a V-shaped recovery from financial difficulties by focusing on customer experience (CX). It details their…
- Marketing Talks
Book: How I raised myself from failure to success in selling
This analysis highlights key takeaways from the classic book "How I Raised Myself from Failure to Success in Selling" by Frank Bettger, originally published in…
- Marketing Talks
Litec's Market Expansion: Redefining Product Purpose
This describes how Lightec, a long-standing maker of disposable lighters, reinvented their product's purpose to address a shrinking tobacco market. Facing…
- Marketing Talks
Mintia Brand Equity: Branding for V-Shaped Recovery
This explores the concept of brand equity, which refers to the total value a brand holds in consumers' minds, encompassing trust, affection, and positive…
- Marketing Talks
Applying Job Theory for Marketing Case Study and Insights
This episode explores Job Theory as a powerful marketing concept for understanding customers and developing value propositions. It introduces the PJM Method, a…
- Marketing Talks
BtoB Problem and Issue Setting Framework
This episode outlines a three-step framework for BtoB businesses to achieve results by focusing on their customers. First, it emphasizes understanding the…
- Marketing Talks
Nurturing Future Customers: Yanmar's Symbiosis Farm Strategy
This discusses the importance of engaging "future customers" (those who won't buy immediately but might later), contrasting this with focusing only on…