Category LEARNINGS

Purpose Branding Q&A – Part3

Q: Is copywriting necessary when expressing the purpose of a company or brand?  To answer this question, we need to consider the use cases of the purpose statement. Here are three typical use cases. (These cases are not mutually exclusive…. Continue Reading →

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 →

Purpose-Driven Brand Strategy Case Study: Microsoft and Nintendo

Guided by SMO’s US-based consultant, Justin Lee: Purpose-driven organization management tips “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from Microsoft and Nintendo.   Microsoft Teams – A Case Study of Communication Based on Purpose –… 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)

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Purpose Branding Q&A

(English coming soon..)

Purpose-Driven Brand Strategy Case Study: IBM

Guided by our SMO’s US-based consultant, Justin Lee: Purpose-driven organization management tips “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from IBM.   IBM   – A case study on the transformation of the business model… Continue Reading →

Purpose-Driven Brand Strategy Case Study: Apple

Guided by our SMO US-based consultant, Justin Lee: purpose-driven organization management tips, “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from Apple. ——————————- Apple Retail Store – A case study of a store strategy starting with… Continue Reading →

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 →

Purpose-Driven Brand Strategy Example: NIKE

Guided by our SMO US-based consultant, Justin Lee: Purpose Management Tips “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from NIKE.   NIKE   – A case study of communication based on purpose –   「Our… Continue Reading →

Purpose-Driven Brand Strategy Case Study: Evernote

Guided by our SMO US-based consultant, Justin Lee: purpose-driven organization management tips, “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from Evernote. Evernote – Purpose Discovery Case Study – Evernote, a note app that has many users… 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

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(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)

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Purpose-Driven Brand Strategy Case Study: LinkedIn

Guided by our SMO US-based consultant, Justin Lee: purpose-driven organization management tips “Learn from the Strategy of Purpose Driven Brands”. Here’s a case study from LinkedIn. ————————————- A Case Study of Purpose-Driven Brand Strategy ; LinkedIn   The image of a… Continue Reading →

(Japanese) 「パーパスリストから学ぶ、良いパーパスを表現するためのポイント」第4回

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(Japanese) 「パーパスリストから学ぶ、良いパーパスを表現するためのポイント」第3回

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(Japanese) ASNOVAのオウンドメディア「カケルバ」にワークショップの様子が掲載されました。

Sorry, this entry is only available in Japanese.

(Japanese) 「パーパスリストから学べる、良いパーパスを表現するためのポイント」第2回

Sorry, this entry is only available in Japanese.

(Japanese) ASNOVAのオウンドメディア「カケルバ」にインタビューが掲載されました。

Sorry, this entry is only available in Japanese.

(Japanese) パーパスリストから学べる、良いパーパスを表現するためのポイント 第1回

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

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(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

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(Japanese) サンフランシスコで体験した”循環型”ライフスタイル(後編)

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Purpose Interview with Mr. Funatake of Seven Bank “A Unique Way of Thinking / Diverse Choices Stabilize Society”

Lat Year,  on Seven Bank’s 20th founding anniversary, the company announced a new Purpose. We asked President Funatake about the bank’s past and future as a next-generation bank that continues to change, all while carrying and passing down the customers’… Continue Reading →

(Japanese) サンフランシスコで体験した”循環型”ライフスタイル(前編)

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“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 →

All statement materials of Purpose Formulating companies listed on TSE Prime have been released.

Now that the importance of Purpose is even more questioned, how many Japanese companies have formulated Purpose? What kind of “reason for existence” do you have? In order to grasp the actual situation, SMO surveys 1839 TSE Prime listed companies… 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 →

(Japanese) パーパスインタビュー:丸井  青野 真博社長「二項対立を乗り越え進化していく丸井、次世代への共創」

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Combi, as one of the first companies in Japan to establish Purpose

SMO’s first Purpose Branding project was for Combi Corporation. Eiji Kobori, who had played a key role in introducing the concept of Purpose, when it had not been common at the time, was appointed as CEO in 2021. We asked… Continue Reading →

(Japanese) パーパスインタビュー:老舗住友ゴムの新しい挑戦

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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 →

(Japanese) パーパスインタビュー:Goodman Group アリソン・ブリンク氏

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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 →

(Japanese) パーパスインタビュー:マリオットインターナショナルALOFT東京 外村氏

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NIKKEISHA STARTUP TABLE – event report on their official note is now available

  こちらからご覧いただけます。

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 →

seminar report: Purpose x SDGs

Here is a report on the Purpose x SDGs seminar conducted by CEO Mikiko Saito and PR Rep/Consultant Ibun Hirahara.  Recently, many companies are progressing their take on “Purpose” and “SDGs” as a set. They are bundled as something of… 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

Interview with Ryosuke Saito, President/CEO of Daishowa Paper Products

English version coming soon…

(Japanese) 11月の3者対談セミナー(永井一史氏 x 佐々木康裕氏 x 齊藤三希子)、待望のログ化記事が公開されました!

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“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

(Japanese) 一橋大学教授・鷲田祐一SMO顧問による「イノベーション創出のための未来洞察 (後編)」を開催しました

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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 →

(Japanese) 書籍『PURPOSE BRANDING 〜 「何をやるか?」ではなく、「なぜやるか?」から考える』発売されました

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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 →

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