Marketing

Cool Japan technology

The once acclaimed Cool Japan fund fights for survival; an ode challenging Governmental nannying

What can possibly go wrong with a venture fund generously financed by the tax payer topped up by token contributions from a selection of corporates? Quite a lot it seems. Japan and specifically modern Japanese culture like animé, media, fashion and food were cool. Why not brand and fund them to promote the growth of …

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Sensory test

In five year’s time will we acknowledge that plant meats were a one-time fad?

Beyond Meat’s shares took another pounding last week closing below $15, a massive drop from their peak of $239 in 2019. The company is now forecasting revenues of $400-425m for 2022 versus $465m in 2021. Management is cutting 19% of the workforce; that’s never a good sign. In a statement the company acknowledged it had …

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Asahi beer’s gutsy relaunch of ‘Superdry’ smashes sales targets; short term stock outs!

35 years after its original launch Superdry, Asahi’s iconic beer brand was relaunched this spring. The launch involved a change of flavour to improve its ‘sharpness’ and ‘crispness’ according to the company. According to Asahi’s consumer preference tests over 90% of the target market preferred the new formula, a fact the company has referenced in …

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Why is the jury still arguing over NZTE’s ‘Made with Care’ campaign?

The ‘Made with Care’ campaign was launched in 2020 by New Zealand’s trade and Enterprise and aims to showcase the country’s commitment to being a trusted, sustainable global food source. It targeted key markets such as Australia, China, Japan, the USA, and the UK. So far it has reached over 79 million consumers around the world*. …

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Does your ‘clean label’ marketing message hit the bull’s eye? Nova knows

‘Clean label’ is the antithesis of ultra processed food. Jump back 30 years or more and food was all about taste and texture, ingredients panels were present, largely unread and certainly not understood. Not many knew, or cared whether packaged food was healthy. Clean label is an off shoot of the ‘natural’ or ‘organic’ food …

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It’s not just Beijing who’s relishing the Winter Olympics. Ask French ski brand Rossignol

Personally I enjoy the winter olympics more than the summer games. Since I go to the slopes myself, I know how difficult many of the disciplines are. In particular I have the utmost admiration for the ski jumpers and the downhill racers; nerves of steel is an understatement!  I digress. This year the Olympic committee …

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Inspired by Ekiden, Asics eyes North American turn around to challenge Nike

Unless you live in Japan you probably don’t know the Ekiden (literally ‘station to station’). It’s an inter university relay race held early in the New Year from Hakone near Mt Fuji right into the centre of Tokyo. This January, Aoyama Gakuin won the 98th Ekiden with a record time. In my mind, it’s a …

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’60s rebel child Dr Martens stomps its footprint worldwide; a psychedelic punk pivoted by private equity

Made famous by Pete Townsend of the Who, who famously wore Dr Martens on stage when rebelling against flower power fashion and the flamboyant colours of the psychedelic era. The dark, drab boots were originally conceived in the late 1940s, and sold primarily to Britain’s working classes. Today the brand tries hard to stick to …

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Fashion icon SuperDry bets big on Oxford Street whilst secretly battling another trademark rival

SuperDry is the tale of a British company that masquerades as a Japanese icon. It is ironical that for those of us who live in Japan, there are no SuperDry clothing stores. Founded by an entrepreneur who took a liking to Asahi SuperDry, the brand leverages SuperDry’s image and is especially popular in western markets. …

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Whilst GoPro’s footage is epic, its growth is slow-motion. Is it time for the founder to exit?

I confess to being a GoPro user. Their small action cameras are a self indulgence which I mainly use on snowboard trips, though I did once record a webinar video on one. At GoPro’s peak in 2015 the company sold over 6 million cameras a year. Unfortunately that number is now less than half. The …

Whilst GoPro’s footage is epic, its growth is slow-motion. Is it time for the founder to exit? Read More »

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