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人に関心を寄せるためには、出会った時ではなく、発見されたところが最も大切 🔍
People don’t love something when they find it—they love where they found it at ✴️
🪡 A series on the planning and direction of a brand launch in Japan (4/n) 🧵
In the game of attraction you have two choices — invite people to where you are or take the journey to where you will find them.
With a bit of subversive calculus, a positioning can be created that places your brand outside of previously established boundaries in the minds of consumers.
Differentiation is paramount, especially for increasingly competitive markets such as this one for spirits. In addition, we know through surveys that over 60% of whiskey enthusiasts in Japan are receptive to exploring premium bourbons due to the growing recognition of American craftsmanship.
These insights drove our current positioning strategy to emphasize artisanal techniques along with experientially rich events in specific regional locales across Japan.
📐Our Positioning Triangle 📐
Differentiation 🔀
↳ Highlights on distinctiveness both as an artisanal product and noteworthy culturally-relevant placements
Market Niche ⚛️
↳ Appealing to both men and women who prioritize quality and singularly immersive drinking experiences
Reason to Believe 💖
↳ Crafted narratives leaning into a modern commitment to authenticity that entices engagement and fosters loyalty
In this way, positioning strategically supports your storytelling to make it more than just a creative endeavor.
Our approach is harmonizing an emerging heritage with the sophistication of palates in Japan.
Stay tuned as we next look at the transformation of awareness into consumer engagement.
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As a creative consultancy we are aiming to continuously share insights for personal, professional and business growth ✨ Get in touch to learn more for yourself or your company across Japan / APAC 🎯
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