PROGRAM

BM-2 The Present State of Purpose Branding: Challenges and Opportunities as Told by Practicing Companies

With the social environment changing dramatically, the term “Brand Purpose” has long been placed at the core of corporate branding. In this session, we will discuss “challenges and possibilities” by bringing together the knowledge of companies that are working on perspective branding from a wide range of perspectives, including customer, society, competitor, and inside of company. We will also share the ingenuity and lessons learned in the process of global expansion.

In the midst of a trend toward “Purpose Tiredness” in some quarters, we hope to provide marketers who struggle daily with brand building and implementation with “insights” that will lead to practical implementation through an exchange of opinions on what Purpose Branding should look like in the future and how speakers from each company view it.

• Moderator

  

  Takeshi Kato

  Yamaha Corporation

  Corporate Marketing Division, Brand Development Unit / Leader

  

• 

  Ryo Wagatsuma

  ASAHI BREWERIES, LTD.

  communication design department

  

• 

  Kumi Ueda

  Panasonic Connect Co., Ltd.

  Senior Manager

  

• 

  Miho Uenishi

  DENTSU INC.

  Marketing Division 5 Marketing consultant

  

• 

  Akiko Shimizu

  Shiseido Japan Co., Ltd.

  Division Director, Prestige Brands Marketing Japan