Category Articles about Purpose

Purpose Discovery: Hints for Discovering Purposes Part 1

“Purpose” is the center of purpose branding.   So how exactly do you find Purpose? In this series, weI would like to introduce tips and insights for discovering Purpose.   Exploring needs   SMO’s concept of Purpose consists mainly of… Continue Reading →

(Japanese) Purpose Branding Q&A ー パーパスブランディングに関するよくある質問(Part2)

Sorry, this entry is only available in Japanese.

Purpose Branding Q&A

(English coming soon..)

Towards a New Step in the Ballroom Dance World: JDC’s Purpose (Japan Dance Council)

Purpose-driven activities are not limited to companies.   With a passion to confront the issues surrounding the ballroom dance world and aim for change, SMO helped the Japan Dance Council (JDC) formulate its purpose.   Last month, this purpose presentation… Continue Reading →

(Japanese) リアコネ服部氏とCEO齊藤のインタビューがMarkezineに掲載されました

Sorry, this entry is only available in Japanese.

(Japanese) ブランド・パーパス視点から考察するカンヌ・ライオンズ受賞作(続編)

Sorry, this entry is only available in Japanese.

(Japanese) 日経新聞「世界を変えたブランド広告」特集

Sorry, this entry is only available in Japanese.

(Japanese) カンヌ・ライオンズ受賞作から見る、ブランド・パーパスの重要性

Sorry, this entry is only available in Japanese.

“Purpose Statement Analysis of Prime Listed Companies” by CEO Mikiko Saito was published in Adtai.

An article by CEO Mikiko Saito, “Analyzing Purpose Statements of Prime Listed Companies, Structure of Purpose and 10 Features of Expression,” was published on the website “Adtai” by the Sendenkaigi. What are the characteristics of Purpose that Japanese companies have… Continue Reading →

An interview article with CEO Saito was published in the Nikkei Cross Trend Special Feature “Purpose Branding Frontline”.

Our CEO Saito in the 8th “Differences between Purpose and Vision, Mission, and Values“, a special feature of Nikkei Cross Trend, “Purpose Branding Frontline”, which considers “Purpose Branding” based on the advice of experts and company cases. An interview article… Continue Reading →

Purpose Interview: TSDO Mr. Sato “Helping to Create a Strong Brand That Will Last 20 Years”

Taku Sato has created many logo designs that come to everyone’s mind, such as Meiji’s milk “Oishii Gyunyu” and Lotte’s ”Xylitol Gum”. In fact, SMO’s logo was also created by Taku in the past. Taku, who is active at the… Continue Reading →

Purpose Interview: President Hattori of Reaconne

Did you know that a large number of products end up at the landfill without even being opened or used? There is an entrepreneur who stood up to the challenge to change the situation.  “Reaconne” is a service that allows… Continue Reading →

Clarifying Purpose of BULLIONS – University of Tokyo Field Hockey Team

(this article is from CEO Saito’s AdverTime column series, “What exactly is ‘purpose’, the philosophical base many Japanese companies are implementing nowadays?” Vol.5) Recently, the advent of “Purpose” has been gaining attention, especially in the advertising industry. Over the past few… Continue Reading →

from Super Bowl TV Ads : Purpose x SDGs

Every year in this newsletter we deliver to you a report on the interesting commercials that aired during the Super Bowl. This year the event was held around a week later than usual and thus this report is late as… Continue Reading →

Nikkei newspaper article: the discussion of “Business Management with Purpose” by Ikujiro Nonaka and Chairman Kao Sawada

Published on February 13th in the Nikkei newspaper, there was an article about the discussion of “Business Management with Purpose” by Ikujiro Nonaka and Chairman Kao Sawada. In this blog, we will introduce the English translation of the contents.  … Continue Reading →

(Japanese) オウンドメディアリクルーティングに富士通株式会社渡辺大介氏との対談が掲載されました

“What is the significance of your company?” an Nikkei article how Purpose was needed

The first page article of the Nikkei Newspaper on November 29th posed the question  “What is the significance of your company?” It was an article that mentioned how Purpose was needed. In this blog, we will introduce the english translations… Continue Reading →

NHK news: Why is this “Purpose” getting all of this attention now in Japan?

Aired on Nov15 2021, on NHK news, there was a coverage about ‘Why is the “Purpose” getting all of this attention now in Japan?’ with the picture of the book written by our CEO Mikiko Saito. Here is the English… Continue Reading →

Nikkei Cross Trend “Asking the Adidas Marketing Vice President; what are the three “loop strategies”?”

Read this article here http://www.smo-inc.com/blog/en/brand-stories/1833

The importance of a consistent concept at the opening ceremony of the Paralympics

Have you watched the opening ceremony of the Paralympics that was held following the Olympics? Perhaps it was because of the mess caused by the resignation drama; I was given the impression that various performances were performed undirected at the… Continue Reading →

CEO Saito’s new AdverTime column series,: Volume 2 “The Purpose behind Japanese Judo’s success”

CEO Saito’s new AdverTime column series, “What exactly is “purpose”, the philosophical base many Japanese companies are implementing nowadays?” In this second volume of this series is about “The Purpose behind Japanese Judo’s success”. Because the article is only in… Continue Reading →

CEO Saito’s AdverTime column series,: Volume 1 “ ”

In recent years, “Purpose” has been attracting attention mainly in the advertising world and is becoming a movement. Although it is the essence of corporate management, “why do we exist?” there are few companies that cannot fully understand its original… Continue Reading →

(Japanese) パーパスドリブンとは?パーパスドリブン型組織とは?

Sorry, this entry is only available in Japanese.

(Japanese) 日本企業でも次々に導入が進む「パーパス」

Sorry, this entry is only available in Japanese.

(Japanese) 企業理念やパーパスは、変えても良いのか。

Sorry, this entry is only available in Japanese.

(Japanese) ブランドパーパス再考事例:イギリスの洗剤ブランド Persil ②パーパスに注目させる戦略

Sorry, this entry is only available in Japanese.

Case Study : Persil in UK

The purpose is often affiliated with how a Company would describe their philosophy, however, the brand itself holds purpose. Using that as a starting point, purpose-driven products are able to exist. The UK company Unilever’s Detergent Brand Persil is a… Continue Reading →

Column: Find your purpose

I remember the first time I got off the Tokyo train station. I got lost like I was in the woods. Instead of trees though, there were these tall gigantic buildings around me.I looked to the front. Buildings. Right. Buildings…. Continue Reading →

(Japanese) BlackRock CEO ラリーフィンクによる年度書簡(フィンクレター)2021年版

Sorry, this entry is only available in Japanese.

(Japanese) SYPartners創業者キース・ヤマシタ氏インタビュー 自らの持ち味を活かす、パーパス・ドリブンな企業であれ。

Sorry, this entry is only available in Japanese.

(Japanese) アドベンチャーワールドの山本社長に聞いた、パーパスのこと、SDGsのこと、そして両者の関係。

Sorry, this entry is only available in Japanese.

(Japanese) SMOセミナーレポート:パーパス浸透と浸透度測定の重要性 

Sorry, this entry is only available in Japanese.

Hyatt CEO at Q3 2020 results earnings call started with the importance of their purpose

On Nov04, upon the release of the Hyatt Third Quarter 2020 Earnings Report, the CEO Mark Hoplamazian hosted Hyatt’s Third Quarter 2020 Earnings Conference Call, and here is part of the transcripts that he mentioned how important their purpose is.   Good morning… Continue Reading →

(Japanese) ユニクロ柳井正社長が語った、存在意義(パーパス): FR2020年8月期決算会見より

Sorry, this entry is only available in Japanese.

(Japanese) 2021SSファッションウィークレポート  パリ:ショー開催の決断に見た「パーパス」

Sorry, this entry is only available in Japanese.

(Japanese) 日本の企業はなぜ長寿か?

Sorry, this entry is only available in Japanese.

Is the company “purpose-driven”, or “mission-driven”?

Many companies use “mission” or “vision” as a term for their philosophy. It seems that companies who have been philosophy-driven longer (since before the early 2000s, when the concept of “purpose” did not exist) are more likely to be still… Continue Reading →

(Japanese) 「SDGs」と、「パーパス」の関係性

Sorry, this entry is only available in Japanese.

(Japanese) 「パーパス」と「サステナビリティ」の関係性

Sorry, this entry is only available in Japanese.

(Japanese) パーパスの波は一過性か?

Sorry, this entry is only available in Japanese.

(Japanese) 炎上する広告マーケティング”woke-washing”と、指示を得る広告の違い

Sorry, this entry is only available in Japanese.

(Japanese) Business Roundtable:企業のパーパスを更新して1年経ち、新たな決意表明

Sorry, this entry is only available in Japanese.

(Japanese) トークセッション「CREATIVE × PURPOSE」より、パーパス「見える化」の事例:SONY

Sorry, this entry is only available in Japanese.

(Japanese) イベントレポート:CREATIVE × PURPOSE」 〜 クリエイティブから見た”パーパス”とは?

Sorry, this entry is only available in Japanese.

(Japanese) 「パーパス」と、「ミッション」「ビジョン」「バリューズ」との違い

Sorry, this entry is only available in Japanese.

(Japanese) トークセッション「CREATIVE x PURPOSE 」より コロナ禍でのパーパス事例:SHARP

Sorry, this entry is only available in Japanese.

(Japanese) US調査で世間にパーパスドリブンと認められたブランドその② Toms

Sorry, this entry is only available in Japanese.

(Japanese) US調査で世間にパーパスドリブンと認められたブランドその① Seventh Generation

Sorry, this entry is only available in Japanese.

(Japanese) パーパスドリブン型組織と、消費者・社会の認識のギャップ

Sorry, this entry is only available in Japanese.

Pivoting during the pandemic by Warby Parker

Purpose-driven brand Warby Parker CEO Neil Blumenthal talks “Pivoting during the pandemic” on CNN  

« Older posts

© 2022 — Powered by WordPress

Theme by Anders NorenUp ↑