Marketing Talks

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 oyster sauce beyond traditional stir-fries…

This episode introduces moment marketing, a strategy that focuses on understanding customer needs by considering their "situation" and "state" to identify crucial "moments" when a product is most rel…

This episode analyzes UMAMI COLA's innovative marketing strategy, termed "bias break," which involves challenging established industry norms.

It details how the company achieved a tenfold increase in…

This episode examines Nissin Cup Noodle's "Emoide" (Emotional Memories) campaign, which leverages consumer recollections to enhance brand engagement.

It elaborates on the marketing concept of "Moment…

This episode explores the concept of "black marketing," examining how various tactics exploit the human brain's vulnerabilities to influence purchasing decisions.

It centers on a book, Black Marketin…

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 struggle to grasp, leading to a lack of p…

This episode explores Credit Saison's approach to redefining customer value, specifically through their Black Card program.

It highlights the critical importance of understanding customer context by …

This episode introduces two crucial human-centric skills for the AI era: "Bias Break" and "Essence Intuition."

Bias Break encourages challenging preconceived notions and conventional wisdom to foster…

This episode examines the synergistic relationship between Brand Generated Content (BGC) and User Generated Content (UGC) in the realms of marketing and recruitment, particularly targeting job-seekin…

This episode details Taisho Pharmaceutical's integrated marketing strategy, focusing on how they successfully combined television and YouTube advertising for their Lipovitan Jelly product.

It explain…

The episode emphasizes the crucial role of insight and foresight in navigating the complexities of geopolitical and economic security in the business world. 

It explains that insight involves deeply u…

This episode discusses Toenails' BAKUNE, a brand that has redefined the pajama market by creating the "recovery wear" category.

It explores how BAKUNE established itself as the top-of-mind choice for…

This episode reviews Saburo Kajiyama's business novel, "The Toyotomi Succession: A Novel of a Giant Automobile Company," which explores the complexities of corporate governance and leadership.

The bo…

This episode introduces "PochettePlus," a financial education app for families, co-developed by Mizuho and Sega, that teaches economic concepts through engaging gameplay.

It explores marketing strate…

This episode examines Higashimaru Shoyu's successful social media strategy, particularly on X (formerly Twitter), highlighting a shift from solely focusing on follower count to a more strategic, busi…

This explores how smaller entities can outperform larger competitors by adopting unique strategic approaches.

It presents two primary case studies: Seicomart, a convenience store chain, and akippa, a…

This episode explores how businesses can cultivate customer engagement through what it terms "invisible marketing systems," focusing on the case study of Kisoji, a Japanese restaurant chain.

It highl…

This episode outlines how Fujifilm successfully revitalized its Instax "Cheki" instant camera, transforming it from a struggling product into a global sensation amidst the rise of smartphones.

It exp…

The episode introduces two crucial marketing concepts: Category Entry Points (CEPs) and Brand Entry Points (BEPs). 

CEPs describe the moments when consumers realize they need a particular product cate…

This episode examines how Yoshigai Kamaboko, a traditional Japanese kamaboko (fish cake) maker, revitalized its business from the brink of closure by employing the "strategy of the disadvantaged."

Th…