The company's marketing department is no longer a cost center. It is difficult for brand companies to survive under a marketer who places emphasis on short-term KPI and carries out market competition with “Marketing myopia” pointed out by Theodore Levitt.
In this session, we will focus on marketing activities as "investment" on the premise of return rather than "cost" and focus on the skill of "investment director" to tackle brand development. Sanrio, Nissan Motor Co., Ltd. and Matsumotokiyoshi Marketing Officers to discuss brand development, approach to market creation and the idea of ​​"investment" related to it, to create future profits.
Especially, we give the following viewpoint to every marketer who is chased by daily measures and KPI.
· How to capture the market (product or benefit?)
· Execution process and management (activity design and management)
· Investment judgment and evaluation (brand development and KPI)（text by Kyoichi Suga）