We are fascinated by the Japanese market that is fluid and complex in ways
nowhere else. Fashion here is an integral part of social stratification within
subcultures and various networks. It is a world that is ever fragmenting while
also interactive. Consequently brand images have become widely dispersed and
democratic.
The key is to acquire an intimate touch with the networks that make up the Japanese market. In each network the consumers have distinct
characteristics, clubs, hobbies, living spaces. Brands must enter those spaces
and create relevance within them. To achieve this it is necessary to acquire a
feel for people’s inner lives, opening oneself up to the fine differences in character and
preferences.
Brands who lose touch with it find themselves disconnected from their
environment and consumers. The information they aquire by means of papers,
reports and statistics is often flat and highly filtered. A brand must reach a
point where any sense of losing connection to its environment translates into a
feeling of vulnerability and peril. Deeply connected brands seem to have a
profound understanding of the needs and desires of the consumers and ultimately
achieve a lasting relationship with them.
A System within a system
We thus have created a system within this system of networks which matches the
dynamics of the cultural and sub-cultural networks in Japan, providing us with
the means to follow and target an ever moving, fast changing Japanese market.
We specialize in creating a back-and-forth dynamic for brands in which the
consumer’s ideas, knowledge, and energy can be harnessed for the brand’s purposes. We give brands insights through fast network feedback, keeping the
brand’s finger on the pulse of the consumers in Japan. We firmly believe that brands
that resonate in the market let their marketing strategies be influenced by
strong feedback from live networks.
OPENING INFORMAL CHANNELS
Brands must preserve their integrity, maintain a certain distance, and protect
their heritage. The perfect solution would be outsourcing and opening up
informal channels in order to thrive on network feedback and criticisms from a
position of authority. We are that informal channel.
When working in networks our company engages the public with a radical equality
giving voice to people’s ideas and desires, their aspirations, their dreams, their longings. We are
here to crush as much distance to them as possible, to achieve a deep level of
emotional interaction that enables us to detect subtle nuances in their
individual behavior that go beyond preconceived ideas and cliches.
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We create highly accurate and immediate feedback channels wherein brands can enter and instill their narrations of brand personality, heritage, prestige, and craftsmanship into the networks and consequently the market at large. Ultimately, they gain a powerful voice in crafting their brand image in a dispersed and democratic marketplace.
