Objective Move the brand from a trusted Japanese appliance maker to a distinctly Japanese luxury brand — and win a new generation while doing it. Reframe the category position. Shift from "reliable refrigerator" to cooling specialist — a brand built on 冷道, the way of cooling. Reverse the ageing skew. Make the brand aspirational for young, affluent, urban career couples who spend on their own standards, not on what's expected of them. Differentiate against a crowded premium se

Client: Joint venture between Japanese and Thai food company Product: Functional drink in Thailand Objective Redefine the brand strategy to respond to growing local competition and support planned product-line expansion. Solution Facilitation of a cross-functional workshop with R&D, marketing, product development, and sales teams to uncover Thai consumer insights on functional drinks. Evaluation of brand concepts among target consumer segments. Development of a brand value