I hope you read those sections below to really + better understand the background:

• The Art + Science of Brand Positioning(s)
• TOSHIBA Brand Positioning #DetailsMatter
• TOSHIBA Brand Film #DetailsMatter
• TOSHIBA Hero Product Films #TheDetailsBehindTheDetails

In short:

In early 2018, we have repositioned the TOSHIBA Home Appliances brand and kicked-off our Global Brand Refresh project under the new credo #DetailsMatter

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

After the Global Brand Launch Film in 2020, in 2021 we created a series of product videos #TheDetailsBehindTheDetails: