Original subtitles

Session 8 I would like to talk about brands that have built a strong fandom through BX.

First, I would like to talk about the brand Ztaya.

Because design is an act of thorns

Design is the work of giving form to an idea or idea that exists in the head and proposing it to the customer.

Design is the same as a proposal after all.

Ztaya's representative musical instrument is a memory that inspires many of our brand's designers.

The result of design stinging, which dreams of a future where everyone becomes a designer,

He is also the author of the theory of intellectual capital, explaining what kind of future can be created.

Rather than displaying 10,000 products, it shows 100 life suggestions.

We do not lend books and records.

Offering a lifestyle to customers and selling its value

In other words, the Ztaya store is where the lifestyle is sold.

, he is more sincere about the essence of the brand than anyone else.

A place where people come to find life, not a place for seeds and purchases

Ztaya is a place where you can experience time and space

If you name your own reason for existence and the success of the company has been capital until now

Now, how much intellectual capital is accumulated is

He also talks more sincerely than anyone else about the brand philosophy of determining the company's private story.

Let's talk about Daikanyama's T site.

The T-patterned blocks surrounding the exterior wall of the building are separated, but

Brand space experience through connected architecture, etc.

Maximize the brand experience through space through organic connectivity

Increase value for brick-and-mortar stores.

Obviously, the space is very large, but it seems that the bookshelves are gathered on a small scale.

We are planning to divide the space into small pieces.

It is also impressive that the thousand is not too high, so that the architecture is planned so that it does not overwhelm the space.

Even though it is an open space, it gives the impression of a private study.

Large window blinds such as chairs and table lights are composed of

It makes it a commercial space, and at some point, you will have experiences that become familiar as if it were just your own workspace.

The most impressive part is through the professional concierge for each section.

Based on extensive knowledge of the category, not just listening to product descriptions

Deliver an experience that goes above and beyond to your customers.

If you look at the themes that make up the space, you can tell if it is a bookstore or a lounge.

It is packed with a variety of content.

A meal that is comparable to a high-end diving restaurant,

Restaurants with drinks, Starbucks Cafe as a strategic partner

And the pop-up store space is also based on the entrance

A glimpse into the different lifestyles designed in the passages that connect and penetrate the fibrillation

From the perspective of brand experience such as Megan Street

Really meticulous and dense, and the planning ability that does not miss a single thing stands out

It can be seen that it has an attractive design.

On the other hand, I wonder if it was really a space created for selling books.

It gives the impression that the external elements show a more prominent composition.

If you look at the overall division, you can see that the main building of Fidong and

Restrict electric bicycles such as Kitamura photo shops in other Handong,

There is a Motobello store to buy.

As a brand targeting the premium age generation, not only does it think about family and health, but it also thinks about it.

At the same time, it emphasizes responsibility for the environment and society.

There is also an old food that conveys brand values.

Personally, I have been living in Tokyo for nearly six years, and I happened to be here at the beginning of the Tistait.

It is a space where I also experienced the good fortune of opening together.

Even though the station hall is about a 15-minute walk away,

From an average of 10,000 people per day to 3,000 visitors on weekends.

It is also a place loved by all.

Friday, the day of the week when work is over,

I took the train home and rode the bicycle parked in the female parking lot.

Visited here again until it closed at 2 a.m.

It was also a place where I spent my leisurely time.

Looking back at Tintet's brand experience, for the purpose of sales

A space where people gather and stay rather than being designed as a space,

I thought it was designed as content.

At the same time, at the Chitaya Home Appliance in Putagotamagawa, which opened in 2015,

You can find a variety of lifestyle products

It is a place decorated with space.

One example is when to buy a refrigerator

We also use online commerce

You can find a variety of and numerous tea books.

The problem is choosing a product.

I have to search for too much information myself,

It is necessary to compare.

Which brand of products is superior

Maybe there are other products with better designs than this, etc.

Basically, the most important selection factors in product selection

You have to collect and judge for yourself.

If you go to the Chitaya Home Appliance

This has already been condensed into about 20 products.

It means that it is proposed.

From the customer's point of view, list all the products and

It doesn't expand the range of choices

In front of an optimal collection that already takes into account various situations

So that you can make the final choice

It can be said that it is similar to what is given.

Each area is designed with a different concept.

The content is similarly different.

Customers can only visit each store

I think you can get a brand experience that feels like you're traveling.

Finally, in a cheetah in Tokyo

The Nakamak fortune telling can be said to be a textbook case for the urban world.

In Japan, transportation design is mainly

It is made up of overground rail.

As a result, it is essential to

A dead space will be created under the overpass.

It just serves as a passage that does not receive much sunlight.

Or most of them are neglected.

Actively developing under this overpass

Citizens and tourists can enjoy

It is meaningful that it is decorated as a cultural space for Bokhan.

This is also the case while I am living in Tokyo.

To the space that was developed and opened

The process of transforming a useless space into a useful space

I think I was slow to be lucky enough to be able to see it with my own eyes.

In the end, we designed an experience that could support a clear brand concept and writing.

Each chidaya space is

One loved by many

It seems to have established itself as a cultural and spatial icon.

And the experience

Many people have no choice but to become fans of the value

I think it's conveying it.

Brands that have built a strong fandom through BX

The second story is Patagonia.

Divided into Argentine and Chilean territories

Beautiful island, like Patagonia

From the standpoint of a thorough environmental guardian to preserve the natural environment

Adopted as a mission, we are our homeland

They do business because they want to slaughter the earth.

Patagonia founder and chairman Yvonne Sinado,

To express the seriousness and urgency of the environmental crisis

It is said that after 27 years, the mission has been sharpened.

Footprint Finding Clearly Manages the Production Process

Maximize the impact of products on society and the environment

It is also an internal campaign to reduce.

Patagonia's thoughts on the environment are sincere.

It's not a story, it's not a strategy.

As a former Patagonia employee said,

Ethical management is not a means of corporate publicity.

A company that becomes the real DNA of product production

Let's learn a little more about Patagonia.

Among the brands I know, the brand mission and

The brand philosophy is more than any other brand

It is Patagonia that is considered to be a strong and impressive brand.

And they are in keeping that mission

He is more sincere than anyone else and shows this through action and practice.

It is a certification enterprise.

There are two impressive campaigns among their brand campaigns.

One is the largest cell period in the United States in 2011.

Held during Black Friday

This is an unconventional campaign to not buy a jacket.

raising the issue of consumerism,

The purpose was to raise social awareness of this.

They are also enterprises and should make a profit.

You can pay the wages of the members,

To do so, the store must be expanded,

More catalogues need to be shipped.

Then the hidden in this campaign

What does it really mean?

This is the reason for Patagonia's existence,

Forming a consensus on the environment,

Implementing the Solution

It was the way they got them to put their mission into practice

Paradoxically, it speaks.

And in fact, in order to protect this mission and philosophy,

On Black Friday, the pinnacle of consumer culture

Let's raise consumption once again

says that they conducted a campaign of messages.

They are committed to reducing their environmental footprint.

In addition, to reduce consumption

Enterprises should provide better quality goods

We need to make less,

Customers should think twice before purchasing.

Talking about their serious corporate charity.

Returning to the message of the brand campaign,

Don't buy this jacket through the same message

The customer once again before purchasing

Encourage improvement on simple consumption,

To put this into practice

Patagonia is a more useful product

It can be used in many places,

It can be used for a long time and

Making clothes that never go out of style even in beauty

Since 1996, we have been using 100% organic mocha and

Internally called the Earth Tax

1% of sales each year

Active in communities around the world

It is used to support environmental organizations.

Another is the one-wear campaign.

Patagonia says.

Why do we have to wear clothes for longer?

The reason is simple.

Use the products you already have for a long time,

Reducing unnecessary consumption

Because it is for the sake of the earth.

If the life of the clothes is extended by 9 months,

Carbon, water, and industrial waste generated in the production process

Such as a reduction of up to 30%

It is said that it can have an effect.

Therefore, consumers can

One of the responsible tasks is

Take care of the clothes you already have,

To wear it for repairs for as long as possible

And indeed, Patagonia

To keep that promise

It continues its one-ware campaign.

Donai is merely a number.

Many brands use

or to the customer

As a way to control their brand image

It shows a gesture of protecting environmental protection

As direct as Patagonia,

Was there a brand that kept its promises with sincerity?

I don't remember.

CSR, which was once talked about like a fad,

Corporate Social Responsibility

Rather than creating more corporate profits, the profits earned by companies

The concept of giving back to social good deeds and

CSV, shared like creation

Corporate profits and social good deeds

At the same time, we sincerely protect the concept we pursue,

In Making True Fans

A brand that sets a perfect example

I wonder if there is more than Patagonia.

Finally, although brief

In order for them to revive the earth

How sincere you are

Let's watch Patagonia's brand films together?

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.

If you look at Patagonia's brand films,

How serious they are to preserve the environment

I can sympathize with that.

If you are a brand designer

I even watched their brand films at least once.

It seems to be of great help.

After all, brand design

For interaction with customers

It is the process of creating the basic elements.

Simple visual elements or

Beyond the auditory element

Comparable to eternity broken by living beings

Like the brand philosophy

If you can create a narrative through sound

Through him

You can make customers approach your brand on their own.

And this is

Creating a brand that can be loved for a long time

I think it's the joy of brand designers.

Brands that have built a strong fandom through BX

The third story is Hyundai Card.

The role of design for branding is the smartest

Companies that perform

A good brand meets consumers

A consistent brand philosophy must be revealed at all touchpoints.

Hyundai Card's branding is

It is to give the persona of the product,

Promote this persona across the brand

It emphasizes the need to be delivered consistently.

Why choose Hyundai Card

Hyundai Card's answer to this question is

A space of inspiration

Hyundai Card Live Roll or Super Concert

Like Hyundai Card Super Match and Super Talk

Not a simple financial company

It can be seen that he is recognized as an icon as a culture lead.

Designers

If you could create just one of the many credit card brands

Which brand of card would you choose?

I would say Hyundai Card without hesitation.

The cards before Hyundai Card are

It is just a means necessary to purchase goods.

Or to satisfy my desires

I remember that it functioned only as a financial instrument.

However, Hyundai Card appeared

Soon after,

Looking at their new and witty brand campaigns

Cards, which were previously recognized only as an element of finance,

It seems that he has experienced the transformation into a partner in his own lifestyle.

And the experience

Evolution

As a huge cultural icon

It seems to have become established in my perception.

Now, when it comes to Hyundai Card,

Cards are not a keyword.

Like Purple, Red, Green, M

Which symbolic keywords come to mind first,

Then there is a music library or a super concert.

Bruno Mars, Adele, Billy Eilish,

Paul McCartney and others

The best pop artists of the time come to mind first.

And through the medium of Hyundai Card

You can have such a special experience

is a strong brand image in my head.

It remains as an afterimage.

When we remember and think of many brands,

Each characteristic or message

Their Value, etc.

I don't remember the brand with these details.

Numerous brand experiences experienced at various touchpoints are gathered

It is remembered as a single lumped image.

That image was what the brand wanted to create

The more intersections with the image, the more brand designer

I wonder if I will feel the joy of being rewarded for my efforts.

Of course, the same goes for brand marketers.

If you are a brand designer

In the case of Hyundai Card, CEO Jeong Tae-young has

You will see that it is a brand with considerable representation.

I also made a brand for a long time.

In addition, he has accumulated various experiences for branding.

This karma has been continuing, but

Behind a successful brand, make it visually good

To provide customers with an engaging experience

Beyond the efforts of designers and marketers who are intensely thinking

With an attachment to the brand and a self-philosophy

So that the brand can grow or be made well.

Generous support and support

I dare say that the role of the supreme decision-maker is the most decisive.

When choosing a company as a brand designer

What is the company's internal culture and its love and philosophy for its brand?

Check it out at least once on the journey of building your career

I hope you don't forget that this is a very important factor.

A brand is not completed by being made.

Only then will we stand at the starting line of the beginning.

What is needed for a brand to grow well

It is that there must be a well-made brand.

Someone really needs such a solid brand value or philosophy now.

Or the stories are at this point in time.

We need to grow, but we often say that.

In the process of growing into a personality

What are the necessary elements for a solid and unshakable organizer?

If you think about it, it seems easy to understand.

A lot of money in forming relationships with people

Or ride a good car, or

Simply because of external attractiveness or image

Those who can be loved for a long time

We know all too well that there is no one.

Inherently faithful insight and attitude

And through the narrative, curiosity arises about him,

To get to know the other person through him

Do certain actions.

The beginning of a brand is no different from this.

We must not forget.

At the end of this session, I would like to make a mistake.

A brand that has built a strong fandom

Through the cases of Zitaya, Patagonia, and Hyundai Card

Brand designers' feelings and

Empathy will be different.

What I kept thinking about while preparing for this session was:

With my thoughts that I felt and understood

It was a pity to tell their brand story.

The pinnacle of those brands that are possible

Listen to the stories of brand founders as much as possible

They wanted to focus on telling their story.

In the case of Zitaya, the intellectual capital bastard and

I recommend that you read the books of the Masuda literary semester.

Catagonia is an activism menu on its website and

Brand story menus, brand films, etc.

It would be great to look closely.

Finally, Hyundai Card released a video on YouTube.

Hyundai Card Chairman Jeong Tae-young's Over the Record