Ohayo, genki?
I am not sure how you came to this section?
Have you read the 🟥 TOSHIBA Brand Positioning = 'Brand Refresh' section?
I will not repeat all but only summarize how #DetailsMatter was born, which later led to Haiko written by a famous Japanese artist + inspired our award-winning Global Brand Launch Film.
IT'S A LONELY ROAD.
THE ROAD OF MASTERING A SKILL.
NO ONE HAS EVER WALKED IT BEFORE.
THE GLOW OF THE NORTH STAR, SEEN FROM THE WILDERNESS.
I WANT TO GET IT.
DO YOU SEE IT AS PERFECTION?
I DON'T THINK SO.
IT'S A ROAD YOU CAN WALK, BUT YOU CAN'T REACH.
BUT I WILL TAKE A FIRST STEP THERE.
I WILL NEVER BE SATISFIED WITH MYSELF.
BUT THAT'S MY LIFE.
ROAD TO MASTER CRAFTSMANSHIP
AIM TO TOP
NEVER-ENDING
...it's back-translated from an original Haiku.
As you may have read in the Brand Refresh section, we interviewed 120+ global stakeholders (from both organizations: Midea + TOSHIBA) and afterwards, were running a one-week workshop in Tokyo with 60+ global participants.
What we quickly had clear + aligned was the focus on + deep association with the Japanese culture + their deeply rooted values which are admired + respected globally.
That we ended up with the new Global Slogan #DetailsMatter is public knowledge by now, but essentially important is (as you hopefully fully embraced by now after having read the 'Brand Positioning' intro section) that your 'Brand House' is only stable because every brick clearly + meaningfully leads to the next...
So, once the Brand House work was completed, we were looking for an inspirational + aspirational Guiding Film:
- NOT just 'interpreting' your new slogan BUT 'representing' the most 'essential parts' of your 'House'
- 🤯 no brainer: if you don't want to make the film dull + boring = keep some blocks open to be 'curious' about...
- which is most probably the NEW Product (Portfolio) 🤪
📌 Side Note:
- I have also seen very very good Brand Films were the product (mostly at the end) is shown...
- ...no, I will not tell you examples now, because I already side-tracked = back to #DetailsMatter
A 'Brand Film' ideally is:
- Setting the 'tone' for every element to come =
- Setting the 'tone' for all that matters are the details #DetailsMatter
Being the 'Guiding Element' within your 'Campaign Eco-System'...
...to being 'just one' element within your 'Campaign Eco-System':
