Global Brand Refresh

In early 2018, I led the 'Global Brand Refresh' of the acquired TOSHIBA home appliance brand.

 

New Global Slogan

Part of that global launch of course also the new slogan #DetailsMatter and a totally new Visual Brand Identity + New Brand Guidelines.

In case you missed that article, open + safe it for later: TOSHIBA Brand Positioning

 

Global Brand Launch Film

Next thing you want to do is 'visualize' + share your new Brand Identity with the entire world!

Besides that, a 'Brand Film' ideally is 'also':

• setting the 'tone' for every element to come =
• setting the 'tone' for all that matters are the details =
• #DetailsMatter being the 'Guiding Element' within our entire 'Campaign Eco-System'...

More background + details + learnings + insights + tips + recommendations are again here: TOSHIBA Brand Positioning

Before your deep-dive, watch the video below, having in mind:

• Japan as a country, and the Japanese as a nation, have always been closely tied to 'Craftsmanship'
• both are also famous for (their) highest attention to details and (their) fullest dedication to very special skills on a never-ending journey to perfection – the 'TakumiSpirit'