Shows / Marketing Talks
Episodes
- Marketing Talks
Book "Kokuho" A Life Forged in Art
This review describes Shuichi Yoshida's epic novel, "Kokuho," which traces the extraordinary life of Kikuo, a man born into a yakuza family who ascends to…
- Marketing Talks
Fancl Clear Up Kids Skincare Four Steps to New Business Success
This outlines Fancl's "Clear Up" skincare line for elementary school children as a case study for successful new business development. It emphasizes a…
- Marketing Talks
Kirin 20-Year Time Travel Whisky Concept to Market Success
This discusses Kirin's "Whisky Delivered 20 Years Later" project, a unique product that sold out rapidly despite its high price point. The success is…
- Marketing Talks
Battlefield Strategy for Business Success
This emphasizes the critical importance of defining one's "battlefield" and "customer" for business triumph. It illustrates this concept through two distinct…
- Marketing Talks
Quickle Senmenbowl Cleaner Unearthing Latent Needs
This analyzes the success of Kao's Quickle Senmenbowl Cleaner, a product designed to address a previously unrecognized consumer need. It explains how Kao…
- Marketing Talks
Suntory Building an Insightful Organization with SECI Model
This provides an overview of Suntory's "insightful organization," which leverages the SECI model for knowledge creation. The SECI model outlines a four-stage…
- Marketing Talks
Yamada Denki: Google P-MAX as the Effective Worker
This examines Yamada Denki's successful implementation of Google's P-MAX advertising tool, analyzing it through the lens of "Jobs to Be Done (JTBD) theory."…
- Marketing Talks
Repurposing Wire Mesh for Brand Perception Shift
This explores how Kyowa Kogyo, a manufacturer of industrial wire mesh, transformed its brand image by embracing "perception change" as a marketing strategy…
- Marketing Talks
The Lonely Ant: Solitude's Impact on Life
This offers an overview of the book, "The Loneliness of Ants and Human Health" by Akiko Kotoh, which explores the profound impact of social isolation on the…
- Marketing Talks
chocoZAP's Self-Marketing: Building Customer Preference Across the Company
This explains how chocoZAP, a 24-hour self-service gym, achieved rapid growth by internalizing its marketing efforts instead of relying heavily on advertising…
- Marketing Talks
Fukuroshosabo Bias Break Innovation in Book Cafe Experience
This explores the concept of "bias break," a strategic approach to innovation that involves intentionally challenging ingrained assumptions and industry norms…
- Marketing Talks
Boosting Established Brands Through Marketing Innovation
This emphasizes the strategic importance of revitalizing established brands rather than solely focusing on new product development when sales stagnate. It…
- Marketing Talks
AirCloset: Four Steps to New Business Success
This outlines four crucial steps for successful new business development, drawing insights from the case study of AirCloset, a monthly fashion rental service…
- Marketing Talks
BEAUM Winning the Right Battlefield
This emphasizes that business success hinges on identifying the appropriate "battlefield" or market. It argues that understanding where to compete is more…
- Marketing Talks
CYCY Strategic Customer Shift in Okinawa's Share Cycle
This episode focuses on its strategic shift in target customers. Initially aimed at tourists, CYCY pivoted its focus to local residents after realizing the…
- Marketing Talks
Redefining Idle Assets From Unused to Desired Film Sets
This discusses redefining the value of idle assets, specifically focusing on how derelict or unused properties can be transformed into sought-after filming…
- Marketing Talks
Myfa Brand Transformation from Office to "Oshikatsu"
This describes how the Japanese stationery company, Lihit Lab, successfully transformed one of its existing office products into a thriving brand for…
- Marketing Talks
Yukijirushi 6P Cheese Customer-Centric Marketing for Lasting Value
This explains how Snow Brand Milk Products' "6P Cheese" revitalized its brand by shifting to a customer-centric marketing approach. It outlines a four-step…
- Marketing Talks
En Japan Metric Management KGI-KPI-KAI
This examines a framework for strategic goal setting and measurement, using the example of En-Japan, a Japanese recruitment service. It outlines a hierarchical…
- Marketing Talks
Winning New Customers with Snack Marketing Case Studies
This episode explains strategies for acquiring new customers and re-engaging former customers by analyzing successful marketing approaches of two popular…
- Marketing Talks
Muji Retort Curry Redefining Value with Gift Marketing
This explores Muji's "gift marketing" strategy, focusing on their retort curry gift boxes as a prime example. This approach redefines the value of an everyday…
- Marketing Talks
Ajipon Powder Spice Brand Reinvention A Six-Step Marketing
This outlines Mizkan's successful six-step marketing journey to reinvent its 60-year-old Ajipon brand with the new "Infinite Refreshing Spice by Ajipon". It…
- Marketing Talks
Lotte and Toppan Redefine Value of Gum for Perception Change and Brand Assets
This episode discusses how Lotte and TOPPAN collaborated to redefine the perception of gum from a mere confectionery to a valuable business tool. This…
- Marketing Talks
Marketing Organization Dynamic Cycles for Enduring Vitality
This explores three typical organizational structures for marketing teams: a decentralized model where marketing is embedded within each business unit, a…
- Marketing Talks
New Management: Business Models and Centerpin Thinking
This introduces a framework for understanding business through four core elements: Target (who the customer is), Value (what unique benefits are offered)…
- Marketing Talks
Lawson Store 100: Mastering Retail Media for Sales Growth
This explores Lawson Store 100's comprehensive retail media strategy, emphasizing the seamless integration of advertising with in-store experiences to drive…
- Marketing Talks
KATE Licca Branding Through Early Customer Experience
This discusses KATE LICCA, a collaborative product between the cosmetics brand KATE and the doll brand Licca-chan, emphasizing its strategic role in early…
- Marketing Talks
Job Theory: Customer Progress and Product Adoption
This explores "Job Theory" (Jobs to Be Done), a marketing concept where products and services are viewed as "workers" hired by customers to complete a specific…
- Marketing Talks
Kao Koremo! Turning Unknown Daily Goods into Loved Brands
This describes Kao's "Kao Koremo!" app, a marketing initiative designed to transform their unbranded, utility-focused products into recognized household names…
- Marketing Talks
Anker Store & Cafe Expanding Customer Reach
This episode discusses Anker's new cafe strategy, which challenges the conventional marketing wisdom of narrowing target customer segments. By opening Anker…
- Marketing Talks
Daiwa Steel Tube Industries Sales and Marketing Synergy in B2B
This discusses B2B digital marketing strategies through the case study of Daiwa Steel Tube Industries, a long-established steel manufacturer. It highlights the…
- Marketing Talks
Rookie OL Turnaround Business Story Basics Marketing Strategy
This analyzes "Rookie OL's Guide to Consistent Marketing Strategy," a business novel that teaches marketing principles through a narrative about a young woman…
- Marketing Talks
Toyota GR: The Art of Customer-Centric Marketing
This examines Toyota GR's marketing approach, highlighting how the brand identifies and caters to diverse customer segments. It emphasizes the crucial…
- Marketing Talks
Tamagotchi Paradise: Crafting Enduring Brands
This examines how the Tamagotchi brand has achieved lasting popularity across generations. It introduces the newest Tamagotchi device, "Tamagotchi Paradise,"…
- Marketing Talks
ABC Cooking Studio Tablet Lesson Leverage Existing Assets for New Value
This explores how ABC Cooking Studio successfully launched a tablet-based cooking lesson by leveraging existing assets to create new customer value and revenue…
- Marketing Talks
Advertising to In-Store Marketing for Brand Longevity
It discusses effective marketing strategies for new products, focusing on transforming them into long-term successes. The first source highlights the critical…
- Marketing Talks
Kao Merit Rebranding: From Family Shampoo to Family Love Shampoo
This episode examines Kao's Merit shampoo rebranding, highlighting how a subtle shift in concept from "family shampoo" to "family love shampoo" revitalized a…
- Marketing Talks
Sneaker Dunk: Jobs-to-Be-Done Marketing for a Specialist Worker
This explains how Sneaker Dunk, a Japanese online marketplace for sneakers and other collectibles, achieved rapid growth by applying the "Jobs-to-Be-Done"…
- Marketing Talks
Google's AI Strategy: Escaping the Innovator's Dilemma
This examines how Google successfully navigated the "innovator's dilemma", a phenomenon where established companies struggle to adapt to disruptive…
- Marketing Talks
Bentley: Branding Through Experience and Emotion
This explores the concept of branding through the lens of luxury automobile manufacturer, Bentley. It posits that a strong brand is built upon fostering…
- Marketing Talks
Digital Detox: Reclaiming Focus Through Deep Immersion
This presents an overview of the book "ネット断ち (齋藤孝)" (Net Abstinence by Saito Takashi), which advocates for a "digital detox" to combat "electrical leakage of…
- Marketing Talks
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…
- Marketing Talks
Japanet Takata's Two-Step Benefit Storytelling
This episode explains Japanet Takata's successful marketing strategy, focusing on their "two-step benefit storytelling" approach. This method moves beyond…
- Marketing Talks
Kao Pyuora: Six Steps to Marketing Success
This episode outlines Kao's Pyuora: Six Steps to Marketing Success, detailing a comprehensive marketing strategy exemplified by their Pyuora Carbonated…
- Marketing Talks
Seventeen Ice: Customer-Centric Marketing 4P
This episode analyzes Ezaki Glico's "Seventeen Ice" brand, detailing how it achieved record sales despite its maturity by implementing a customer-centric…
- Marketing Talks
TimeTree: Uncovering Value from Unexpected Use Cases
This episode explores how the TimeTree calendar sharing application discovered and capitalized on an unforeseen user behavior: fans utilizing its public…
- Marketing Talks
Shu-Ha-Ri: Mastering Marketing Frameworks
This episode explores the benefits and drawbacks of marketing frameworks, arguing that their effectiveness hinges on proper application rather than the…
- Marketing Talks
Hidakaya the Power of Ordinary: Avoiding the Differentiation Trap
This episode explores the "differentiation trap" in business, arguing that an excessive focus on distinguishing products or services from competitors can lead…
- Marketing Talks
Shizai Packaging Transformed: From Cost to Brand Experience
This episode examines shizai, a company that has transformed the perception of packaging materials from a mere cost to an integral component of the brand…
- Marketing Talks
Seven-Eleven: Beyond Satisfaction and Understanding Changing Customer Needs
This episode emphasizes that customer satisfaction can lead to future disinterest, urging companies like Seven-Eleven to recognize that their true competitors…
- Marketing Talks
The SECI Model in Practice for Knowledge Creation
This episode examines the SECI model, a framework for organizational knowledge creation that illustrates how tacit and explicit knowledge interact through…
- Marketing Talks
Cook Do Oyster Sauce: Category and Brand Entry Points
This episode discusses the marketing strategy behind Ajinomoto's "Cook Do Oyster Sauce Genkai-men" (Limit Noodles) campaign, which aims to expand the use of…
- 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…