From the white walls scrolling the latest industry headlines to the striking ad posters along the halls, it was obvious we were visiting a forward-thinking corporation in Japan: AsahiKasei.
The innovative nature of AsahiKasei was further enhanced during the presentation we received from Makoto Yamazaki, general manager of corporate communications. Asahi’s credo explains that the 1.5 trillion Yen company focuses its business on advances that “will contribute to human life and human livelihood,” coinciding with the basic tenants of IMC: consumers and their needs. The corporation focuses on aligning all touch points (PR, investor relations, internal communications, website, etc.) and saw a need for a more consistent internal and external view of the corporation. Yamazaki took us through their new branding strategy, from surveys to implementation and future challenges the company will face.
The “Yesterday it was impossible” campaign was launched to create a cohesive view of Asahi as the provider of answers and solutions to global problems, such as clean water and energy conservation. With multiple business lines, it was decided to brand the company as one company, with each line having the ability to make marketing decisions for their best interest.
While AsahiKasei will continue to face challenges from globalizing the brand, Yamazaki is optimistic that the company can become a global partner for a better world.
-Liz Cancian
Tags: AsahiKasei, IMC, Liz Cancian, Makoto Yamazaki, Microza
