Brand strategy: Turning Japanese

This article argues that brands can adapt to the digital world by learning from the Asian model, based on shared values and collaboration with consumers, rather than relying on the increasingly outmoded western concepts of individual ownership and a top-down brand narrative.

Brand strategy: Turning Japanese

Abe Dewbcg2

Brands adapting to an increasingly digital world and changing consumer behaviour can learn from the Asian model, which is based on shared values and collaboration with consumers.

Should we be concerned that our understanding of the relationship between brands and consumers, one that underpins the dominant logic of marketing and advertising, may rely on notions that face obsolescence? Traditional western branding concepts place emphasis on ownership and possession of branded goods. They reinforce a top-down dictation of brand narrative over bottom-up emergence of brand conversations, and often default to individual brand identities...

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