Around the world, Japan is admired for its artistry and culture. Its brands need to tap into this energy, says Ayami Nakao of Hakuhodo
If Japan as a country were to be defined by one compelling big idea, ‘quality’ ‘precision’ or ‘well-made’ may have instantly come to mind back in the 80s. These words categorize Japan as a functional, rational and tangible brand; an economic power with robotic qualities—distant and emotionless. More than 30 years later, the world sees Japan in a very different light. The country is admired more as a cultural entity than an economic power. It’s experienced a renaissance as an ‘it’ brand.