Twisted View of Marketing in Japan

ETOJIYA Blog

ETOJIYA (A-to-Z House) "O."

*Vision is to become a “top notch” consultant who provides Brand Marketing-based solutions to any kind of challenges/issues around.
*Yeah, that is what I want to be, and am trying to be.

*In 1988, joined Marketing Department of large manufacturing firm, Japan branch of US Company. Stayed for 21 years always in marketing field.
*First 7 years in Brand Management organization, being responsible for several brands to deal with all kinds of “marketing” work from concept development, new brand introductions, development of advertising and other marketing plans, market research, to decision of investment.
*Last 14 years in in-house marketing consult/training group, as it was a very small group with only 2-3 managers, looking after 10+ brands at any point in time.
*”Children” I took care of in those days are Ariel, Pantene, illume, Vidal Sassoon, SK-II, Bold, Lenor, Joy, Max Factor, and many others (now, you can easily guess which Company I worked for, though). Yes, I have a lot of kids.
*My responsibility in those days was two folds: To provide consults/support to brand’s vision/equity, communication strategies, and specific plans. To be a trainer for not only marketing people in the Company but also all other people in marketing functions and agencies.

*In summer 2009, left the Company after 21 years of services, and am working against my vision/dream to be a “top notch” consultant.
*At the same time, provide training/speeches at various marketing related seminars.
*Oh, by the way, I am one of those men in mid 40’s

*”What do you mean by saying ‘Brand Marketing-based solutions to any kind of challenges/issues around’?”
*In my view, “Brand Marketing” principles/thinking/techniques can in fact apply to any kinds of industry/business as long as it deals with communications with customers.
*However, people somehow understand it should be for those big companies to spend lots of money (for TV advertising), and it is big myth.
*One of my dream is to see my clients coming to me to say, “Thanks, I did not expect Brand Marketing to get this done!”

*Hobby?
*Snowboard for 14 years. In recent 5 years or so, spend 20-30 days a year in mountains or on slopes mainly in Niseko in Hokkaido, going out to back country time to time.
*Love music, rock, blues or similar kind.
*Or pottery making, cooking, fire-wood chopping, reading books, and riding bike, etc.
*Personality?
*Well, that’s a good question. I do not have a good word or two to describe myself, but people say “twisted/irreverent, know something about everything, preachy…” And often “You don’t look like a salary-man.” I believe they mean I do not have common sense of how matured person should behave in business situations (though I take it as a positive comment).

*Originals of this blog are written in Japanese for Japanese. Primary reason of having English version is very personal, “I do not want to forget English!” Translation is not perfect and they would contain a lot of cultural matters/events/words/expressions that non-Japanese may have hard time to understand. Please feel free to use “comment section” to ask questions.

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