The key for brands in Japan today is intimacy with the market. The Japanese market is a fluid and fluctuating system. It is verily a living system. The idea was to create a living system within a living system. And the insights we found were amazing.

We believe that understanding the territory, the Japanese market, is essential if a brand desires to thrive in it. But understanding is only one part of the equation. The other essential part is action. Although understanding the territory is essential, it does not allow us to predict future trends. The course of action is not determined by predictions but through inserting brand narratives into key networks while receiving continuous feedback from them.

Where you can not predict, you have to actively explore and direct the market. This is what we mean by taking hold of the conversation. And you can only do this in the middle of networks, by being part of it. We provide for brands a guided exploration of the natural environment of consumers. It is not lab science! We must go into the field.

We do not tell brands what to do. Our goal is to inspire brands into action by making them aware of new possibilities to engage their consumers in an intimate way without losing their authoritative distance. Through constant and never-ending innovation we open up new channels of networks and possibilities that brands never knew existed. We inspire them into action by making them aware of new possibilities to engage their consumers in an intimate way without losing their authorative distance.

Brands could create these channels probably if they would invest the amount of time and energy, but effectively by definition of their own position as a brand, they are not allowed to reach the intimacy with the networks that they would need to understand them. This is where we jump in and create more than a bridge. It is more an energy field where both brand and consumers engage in finding a tone of conversation with each other.

Online as offline, these conversations are happening. Dont try to direct them, engage and create them. There is a fine line between using authority to force the consumer into a corset, and the other option, of maintaining authority while being in an engaging relationship that allows both customer and the brand to retain their personlaities. It is effectively allowing a perfect environment for a conversation to happen.

Think of it as chosing the right venue for a comfortable and relaxing get-to know and deeper conversations that follow. The appropriate venue might change with the consumer and the deepness of the achieved relationship. In order to chose this, knowledge of both the brand, its cultural embeddedness and the consumer and its palce in society is crucial.

Relating the narrative to the consumer can be as complex as engaging someone from another country into a meaningful conversation. What we do is exactly to offer you inspirations and guidelines on how to do that.

JA assuming a radical equality with the public. Give voice to people’s ideas/desires. We provide guided experience, not lab sciencxe. You have to go into the field, into the natural environment of the consumer.