Marketing Talks

This examines Toyota GR's marketing approach, highlighting how the brand identifies and caters to diverse customer segments.

It emphasizes the crucial principle of defining "who the customer is" as t…

This examines how the Tamagotchi brand has achieved lasting popularity across generations.

It introduces the newest Tamagotchi device, "Tamagotchi Paradise," highlighting its innovative "Zoom Dial" f…

This explores how ABC Cooking Studio successfully launched a tablet-based cooking lesson by leveraging existing assets to create new customer value and revenue streams.

It emphasizes the importance o…

It discusses effective marketing strategies for new products, focusing on transforming them into long-term successes.

The first source highlights the critical importance of initial, substantial inves…

This episode examines Kao's Merit shampoo rebranding, highlighting how a subtle shift in concept from "family shampoo" to "family love shampoo" revitalized a struggling brand.

It clarifies key market…

This explains how Sneaker Dunk, a Japanese online marketplace for sneakers and other collectibles, achieved rapid growth by applying the "Jobs-to-Be-Done" (JTBD) marketing theory.

This theory posits …

This examines how Google successfully navigated the "innovator's dilemma", a phenomenon where established companies struggle to adapt to disruptive innovations.

It details how Google declared a "Code…

This explores the concept of branding through the lens of luxury automobile manufacturer, Bentley.

It posits that a strong brand is built upon fostering favorable emotions—such as satisfaction, empat…

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 the mind," a state where constant digital…

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 …

This episode explains Japanet Takata's successful marketing strategy, focusing on their "two-step benefit storytelling" approach.

This method moves beyond simply stating a product's direct advantages…

This episode outlines Kao's Pyuora: Six Steps to Marketing Success, detailing a comprehensive marketing strategy exemplified by their Pyuora Carbonated Toothpaste.

It emphasizes that successful produ…

This episode analyzes Ezaki Glico's "Seventeen Ice" brand, detailing how it achieved record sales despite its maturity by implementing a customer-centric marketing 4P strategy.

It explains how the Pr…

This episode explores how the TimeTree calendar sharing application discovered and capitalized on an unforeseen user behavior: fans utilizing its public calendar feature to track idol schedules for "…

This episode explores the benefits and drawbacks of marketing frameworks, arguing that their effectiveness hinges on proper application rather than the frameworks themselves.

It highlights that while…

This episode explores the "differentiation trap" in business, arguing that an excessive focus on distinguishing products or services from competitors can lead to companies neglecting genuine customer…

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 experience.

It highlights shizai's approach o…

This episode emphasizes that customer satisfaction can lead to future disinterest, urging companies like Seven-Eleven to recognize that their true competitors are not other businesses but the ever-ev…

This episode examines the SECI model, a framework for organizational knowledge creation that illustrates how tacit and explicit knowledge interact through socialization, externalization, combination,…