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Beyond Dentsu – Japan’s Changing Branding and Marketing Strategies

Japan’s marketing industry has been dominated by Dentsu and Hakuhodo, and their subsidiaries. This concentration has resulted in an outdated business model based on media-selling, and a particular type of marketing focused on purely domestic, “talento” driven and "new product announcements” (shinhatsubai) rather than a more strategic and global brand identity building. Andreas Dannenberg, CEO of an alternative, independent brand consultancy in Tokyo, will discuss how recent events and changes may positively affect Japanese global competitiveness.

Speakers:
Andreas Dannenberg, Founder and CEO, Ad-comm Group Co., Ltd
Ulrike Schaede, Professor and Director of the Japan Forum for Innovation and Technology, UC San Diego School of Global Policy and Strategy
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This Japan Zoominar @ UC San Diego is organized by the Japan Forum for Innovation and Technology (JFIT) at the UC San Diego School of Global Policy and Strategy. For more information on JFIT activities, as well as recordings of previous Japan Zoominars, please visit jfit.ucsd.edu.

Mar 21, 2023 04:00 PM in Pacific Time (US and Canada)