PROGRAM

BM-1 Balancing Consistency and Change in Brand Strategy

For a brand to remain loved over time, it must preserve what makes it distinctive while continuing to evolve with changing consumer needs, markets, and cultural contexts. Striking that balance is never easy, and transformation often involves setbacks and internal challenges.

This session brings together Okamura from SCHAU ESSEN, winner of last year’s Marketer of the Year; Matsuda from HERALBONY, which has gained international recognition including at the Cannes Lions; and Seki from Kao, who is driving the brand’s global expansion. Drawing on three brands at different stages of growth and with different histories, they will share the turning points, challenges, and lessons behind what they chose to preserve—and what they chose to change. The session will explore the conviction and decision-making required to maintain brand consistency while continuing to grow both in Japan and globally.

• Moderator

  

  Daisuke Otobe

  Coup Marketing Company Inc.

  CEO

  

• 

  Takaya Matsuda

  HERALBONY Co., Ltd.

  Co-CEO

  

• 

  Kaori Okamura

  NH Foods Ltd.

  Manager, Marketing Strategy & Innovation Office, Processed Foods Business Division

  

• 

  Junya Seki

  Kao Corporation

  MegRhythm Brand Manager, Personal Health Business, Health Beauty Care Business