Kotozukuri: how Nissan made 'brand journalism' a reality

This article describes Nissan's new focus on 'kotozukuri' – Japanese for the art of storytelling – through the creation of The Nissan Global Media Center.

Kotozukuri: how Nissan made 'brand journalism' a reality

Low Lai Chow

Now that Japan is no longer the postwar economic miracle it once was, the country needs to cut itself loose from its comfort zone of monozukuri, the art of manufacturing things, and embrace kotozukuri, the art of storytelling.

That's the opinion of Simon Sproule, corporate VP of global marketing communications for Nissan Motor Company, and these aren't hollow words meant as general advice. In 2011 Nissan has taken the concept of kotozukuri to heart. In particular, it has set up the Nissan Global Media Center, a team of professional...

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