I often blog about how to localize your brand for the Japanese market. You should carefully examine if your brand attributes need to be localized. 

However, some companies can stay with consistent global brand attributes: Ritz and Oreo are the good examples. You see the cultural adjustments here but these TV commercials clearly show the same product attributes.

Ritz commercial

Ritz commercial in Japan

 

OREO commercial

OREO commercial  in Japan

Marketing in Japan? Contact LakeOMedia!

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LakeOMedia and TokiOMedia had a great lunch meeting with an  very accredited and well known off-Broadway musical & film producer  in NY.  We know him for many years and he will be joining LakeOMedia and TokiOMedia as an external creative adviser.  More details will follow on the LakeOMedia and TokiOMedia website very soon.  Stay tuned.

 

 

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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.

fabjapan

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

While being busy as hell….   (Video Produced & Directed by LakeOMedia)

You won’t believe this, but I worked with this Japanese optical manufacturer very briefly to support their marketing activities in New York. (BTW, I am not joking. It was about 18 years ago when I was an international sales/PR representative for an optical trade show in NY…)

Some of the readers of this blog may have read this interesting article on Social Networking Services in Japan.

READ: Japan’s Online Social Scene isn’t So Social (Associated Press, September 29)

This is another article worth reading.

READ: Japanese Facebook takes Model T Approach (Japan Times June 25)

But things are more convoluted. I will explore more tips to get your websites exposed to the Japanese market, in my future postings.