Category: interview
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What are the global marketing trends seen from Cannes Lions 2024 and the challenges faced by Japanese companies? Interview with PR strategist Tetsuya Honda
The Cannes Lions International Festival of Creativity is one of the world’s largest advertising and communication festivals, held every June in Cannes, France. Every year, more than 15,000 creators and advertising professionals gather to hold awards to recognize outstanding works from among tens of thousands of exhibited works. In addition, GAFA companies such as Google,…
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The hit vein discovered by King Jim with “Pomera”
One of King Jim’s most representative products is “Pomera,” a digital memo for text input. This product was not born from market research or user surveys, but from the passion of one employee. The official X (formerly Twitter) account “Nakaninto”, which has 450,000 followers, was also started by just one employee. King Jim’s history of…
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Advertising music guide for marketers: Researchers talk about “advertising music that sticks with consumers”
It is well known that advertising materials consist of various nonverbal elements in addition to verbal messages that convey the name and quality of the product. Under these circumstances, a blind spot, hidden behind the actors, the advertising story, and the color tone of the advertising background, is the music used in the advertising. Although…
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B2B marketers are a seller’s market! Young businesspeople should invest in themselves and improve their skills now.
Japan’s B2B (Business to Business) marketing is far behind the global level. This is because B2B companies, which have been driven by strong products and strong sales, have not paid attention to the importance of marketing. However, if B2B (Business to Customer/Consumer) companies, which are far more numerous than B2C (Business to Customer/Consumer) companies, were…
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The convincing reason why King Jim produces hit products one after another
King Jim is known for its creative products such as the label writer “Tepla”, the digital memo “Pomera”, and the alcohol dispenser “Tette”, which became a big hit during the coronavirus pandemic. The group has expanded its product categories through M&A, and the group handles a wide variety of products, including cooking appliances, assembleable furniture,…
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Japan's B2B marketing is 15 years behind the rest of the world, so what measures should managers take now?
When many people think of marketing, they probably think of activities that increase awareness through media such as TV, magazines, and SNS. This is consumer marketing = B2C (Business to Customer/Consumer) marketing. On the other hand, marketing for companies that do business with corporations is called B2B (Business to Business) marketing. For example, it is…
