December 2008


Watch this Japanese Mobile phone Commercial-  Cameron Diaz dancing around in the winter wonderland with Mariah Carey Christmas music-

Exclusively for Japan “ONLY.”

OK, I am from Japan, but I don’t get this at all.

Who cares,  in any case-

Happy Holidays from LakeOMedia and TokiOMedia!

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I am still amazed at how Kentucky Fried Chicken was able to create a new cultural norm for Christmas in the Japanese market.  Watch this. They have been doing this campaign for many years.

And for some odd reason, this woman is very popular in Japan around this season for many years.  Why?  Why the heck?  It is all about marketing, I bet.

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Happy holidays from TokiOMedia and LakeOMedia!

 

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Yesterday, I wrote about how Krispy Kreme localized their website for the Japanese market.  When you promote your products to Japan, the contents you put on a Japanese website and how you put them (taglines, colors, etc.) is an important factor. Knowing  how differently your products and services may be used, and perceived by your target audience in Japan is crucial: You may need to change both the fundamental product attributes and, potentially, the entire brand positioning.

Here is a good example.

Fabreeze by P&G has been highly successful in Japan for many years. One source of the success is careful repositioning of product attributes.

Compare the U.S. verision of the official website

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with this Japanese version by P&G Japan.

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Radically different.

Given the fact that Japanese houses are in general much smaller and that it gets very humid in summer, many households are more concerned about  odor in their rooms and cars.  OK- American households tend to disguise odor by “covering up wih nice scent” (in general.)   Japanese, however, are meticulous (in general). Their reasoning is that you should kill the origin of the odor FIRST and THEN add pleasant scent.

The same thing for perfume. Westerners often use perfume as “Italian (or French) Shower” to kill body odor, but Japanese use perfume only after taking shower (in general).

See the difference?

Oust? Not sure. In the U.S. it seems Fabreeze is far better perceived than Oust. But unfortunately Johnson & Johnson has not introduced Oust to the Japanese market.

If you want to penetrate the Japanese market, contact LakeOMedia or TokiOMedia. We help you reposition your brand in the lucrative Tokyo market.

OK, donuts are very popular in Japan. If you have a special donut recipe–why not?–maybe /you/ can make $$$$$$$$ in Tokyo!  However, you need to review your product attributes if you want to sell in Japan.

Here is an excellent example by Krispy Kreme demonstrating how your brand positioning needs to be localized when you go overseas.   Still don’ t see strategic differences in below screenshots?  Contact LakeOMedia  or TokiOMedia.  !

Krispy Kreme US website

krispykremeamerica

Krispy Kreme Japan website

krispykremejapan

CLICK BELOW AND READ:  Shocking News from LakeOMedia & TokiOMedia, on our latest amazing performance on international SEO.

 

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It is all about framing… 

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Customer :  “Wow, this one is so fruity. …”

Sales person: “Earthy?”

Customer : “Yes! Yes! Earthy!”

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READ THIS ARTICLE:

The New Sophisticated-Smelling me. (NY Times August 16, 2007).

And watch this. 

branding1

I wonder how I can clearly articulate differences between “marketing” and “branding”.  There are so many elements that raise various discussions based on this popular graphic that has been going around for a while. I don’t necessarily agree with all of what this graphic says, though I think that marketing and branding are two different scary creatures that seem to be working together all the time, but in reality they often conflict each other, kill each other, and fail all together, if you don’t manage the relationship properly.  I remember that my  boss told me long time ago “You cannot brand your product by your intuition & vision. It is all up to consumers & markets.  ”   (Paraphrased.)