Marketing tips

    • January 11, 2021
    • April 20, 2022

    Is the Origin of a Name Important?

    Pet names for cars I wrote about a name last time. The article reminded me of another thing about a name. Most of the Japanese, American, and British cars have pet names, like TOYOTA PRIUS, CHEVROLET CORVETTE, Rolls-Royce Phantom, while German cars don’t. German car names sound like a product code rather than a name, like BMW 320i and Mercedes-Benz 500E. According to my research, pet names force car makers to bear more risk of controlling the rights. They have to register trademark rights for many words for future products. On the other hand, the naming way of German cars is easier and more practical. People can see the class and sometimes even engine size of a car from its name, but I personally like pet names. How about you? The advantage of pet names I was once a car enthusiast and replaced cars almost every year in my 20s. […]

    • August 5, 2020
    • April 20, 2022

    Now People Pay for Social Significance

      Differentiation in value is no longer a determinant factor for survival in the market because people choose something not for its value but for its meaning. This is the point I made in the newsletter last week. Today, I want to dig this subject a little more deeper. She is the CEO of a biotechnology venture company that raises flies. They are not normal flies but thoroughbred ones quickly changing livestock excreta to fertilizer. She says enthusiastically their biotechnology will solve world food crisis and organic waste problems at a time. I believe the company is one of the top unicorn companies on which many Japanese investors have eyes.   ESG, SDGs, “How dare you,” etc. As these buzzwords well express, environmentally and socially correctness weighs more and more. If there’s no difference in value, people want to have a reason or meaning to justify payment (investment, in this […]

    • July 1, 2020
    • May 15, 2022

    It’s the Ship of Theseus for Branding

      The identity of Hydra Do you know a creature called Hydra? Even if being cut in pieces (three, for example), it completely re-produces the three fragments to become three Hydras. I thought we wouldn’t need to be afraid of injury and disease anymore if acquiring the super ability. We could survive by removing damaged parts, but I soon noticed a problem. That would leave another whole body affected by injury or disease. At the same time, a question also came up: Which would be me?  Ship of Theseus This is totally an excuse, but I was very young at that time. From ignorance and arrogance peculiar to teenagers, I thought there had been no one ever having such a profound philosophical question. However, it was just a few months later that I happened to know “Ship of Theseus.” I completely understood I was NOT a genius. It took long […]

    • June 10, 2020
    • April 18, 2022

    How to Avoid Staying in the Echo Chamber

    Google search results vary Your Google search results are different from mine even if we use the same search words. You may believe there are still some big general trends, and that news popping up in your computer screen (or smartphone) is something attracting many other people. As a matter of fact, it’s all in the past. This misunderstanding is called “Daily Me.” People reinforce their ways of thinking and avoid to communicate with other people with different values. Consequently, freedom of choice in information will be lost. Cass Sunstein, a jurist in the US, coined the words with concerns that the Internet may destroy democracy. Freedom and independence in the IT world People can get an overview of general social trends by browsing news headlines, even though the contents of the news are not very interesting. This is the biggest advantage of newspaper over the Internet. Young people may […]

    • May 26, 2020
    • May 20, 2022

    Do You Know What Beauty Is?

    Beauty and utility: Unfunctional things are not beautiful? When I was younger, I loved sports cars. They were a symbol of beauty for me. Every detail of sports cars is designed only for speed. In other words, they are collections of correct answers as a means of transportation. The young me simply thought that would be the reason why they look beautiful. Indeed, such an easy logic once comforted me to some degree but soon provoked some smoldering questions. What about art that is of no utility? Many people seem to believe art is beautiful, though. What is beauty? How to define beauty in philosophy and science? When I was young, I always tried to read philosophy books only to make myself look smart. Immanuel Kant wrote about aesthetic judgement in his work. As usual, it was too difficult, and my attempt (to make myself look smart) ended up in […]