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March 14, 2023
Japan Zoominar @ UC San Diego: "Beyond Dentsu - Japan's Changing Branding and Marketing Strategies"
From: Takashi Kiyoizumi (JFIT) <tkiyoizumi@ucsd.edu>
Date: 2023/03/10
Japan Zoominar @ UC San Diego: " Beyond Dentsu - Japan's Changing Branding and Marketing Strategies," with Andreas Dannenberg
Wed, Mar 22, 8:00-9:00 am JST (Tue, Mar 21, 4:00-5:00 pm Pacific)
Japan's marketing industry has been dominated by Dentsu and Hakuhodo, and their subsidiaries. This concentration has resulted in an outdated business model based on media-selling, and a particular type of marketing focused on purely domestic, "talento" driven and "new product announcements" (shinhatsubai) rather than a more strategic and global brand identity building. Andreas Dannenberg, CEO of an alternative, independent brand consultancy in Tokyo, will discuss how recent events and changes may positively affect Japanese global competitiveness.
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Andreas Dannenberg is the Founder and CEO, Ad-comm Group Co., Ltd. Born in Munich and educated in Germany and the United States, Andreas moved to Japan in 1984, to work as a communications consultant to advertising giant Dentsu. He then launched Ad-comm Group, his own communication services consultancy with offices in Japan and China, to accommodate the growing number of Japan- and Asia-based multinationals. Fluent in Japanese, Andreas was the first non-Japanese committee chairman in the Keizai Doyukai, the founder of the Luxury Forum (the luxury industry association in Japan). He is the publisher of the marketing industry "white paper".
Ulrike Schaede is Professor of Japanese Business at the UC San Diego School of Global Policy and Strategy and the director of JFIT. Her research focuses on Japan's changing corporate strategies, including business culture, change management, and business organization. Her 2020 book "The Business Reinvention of Japan" analyzes how Japanese companies are responding to the rise of China and the changing global competition.
Register here: https://bit.ly/3T4U4Wv
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Takashi Kiyoizumi, MD, PhD, SM
Executive Manager
Japan Forum for Innovation and Technology (JFIT)
School of Global Policy and Strategy
University of California, San Diego
YouTube: Kiyoizumi Official (日本語チャンネル, in Japanese)
http://kiyoizumi.net (日本語ブログ）
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Approved by ssjmod at 04:40 PM