The trend toward strengthening personal information protection is growing.
"This topic is often discussed from the methodological perspective of information acquisition, such as the abolition of third-party cookies, but we also need to look at the transformation of communication between companies and consumers," says creative director Kawamura Shinji.

Amidst this global trend of change, how should companies present themselves to the market, and how should they communicate?

We invited Kawamura Shinji and Fujiwara Shinya, who are involved in brand communication at creative studio Whatever, to hear about the type of branding that will be required of companies in the future.

Creative Director / CCO
Masashi Kawamura

Chief Creative Officer of Whatever. He has served as creative director at creative agencies around the world, including 180 Amsterdam, BBH New York, and Wieden & Kennedy New York. He founded PARTY in 2011 and served as its representative in New York and Taipei, before launching Whatever in 2018. He has been involved in a wide range of activities, including numerous brand campaigns, TV program development, and music video direction. He has received over 100 awards around the world, including at Cannes, and was selected as one of Creativity's "50 Creators in the World," Fast Company's "100 Most Creative People in the Business World," and AERA's "100 People Who Will Break Through Japan."

Planner / Creative Director
Shinya Fujiwara

Born in Kyoto in 1979. Participated in the establishment of dot by dot inc. in 2014. As a client partner, he is deeply and broadly involved in a wide range of work, from identifying issues to formulating strategies, planning projects and creative direction. His field is not limited to advertising marketing, but also includes branding, service and product development, and he believes in proposing plans that are likely to be effective in solving issues, regardless of method or media, while capturing changes in the organizational communication environment. He has a deep interest in a wide range of things created through creative activities, from things that have been passed down for a long time to new and interesting things, and his hobby is to quickly gather as much information as possible.

What is needed: Moving away from a "Big Brother" mentality

──What do you think about the current trend in protecting personal information?

Shinji Kawamura (hereinafter, Kawamura)　 Regarding personal information protection, there has been a lot of discussion in the West before Japan. In marketing and brand communication, there was talk of media such as targeted ads, and promotions where people provided information through Facebook Connect and experienced content customized for each individual were common in the past. It's not all bad, and I think it was possible to deliver information to people who actually wanted to receive it and create an experience that made people like the brand even more.

However, as discussions about how to handle personal information began, such content was banned in the West."Content that has a Big Brother vibe"People began to avoid the term, describing it as "a giant corporation that is constantly watching over people." Big Brother is the name of a fictional character in George Orwell's novel "1984," and is used as a metaphor for giant corporations and countries that constantly monitor people. Even before the issue of personal information protection was raised widely, Western companies such as GAFA were looking for content and communication plans that did not give off that vibe.

The trend towards protecting personal information is an issue that arose as it became easier for companies to obtain personal information, but at the same time, the spread of social media and other services has made it easier for consumers to obtain information about companies as well. Against this backdrop, I feel that there has been a change in the attitude of companies, including how they handle information, and what is expected of brand communication.

The prerequisite for a beloved company is to be consistent in what it says and does

── What kind of changes have you noticed?

(I.e.　It may sound like a common thing, butMore than ever, companies are being asked to be consistent in the messages they send out and the way they act.I think so. For example, if a company that promotes D&I (diversity and inclusion) has management made up entirely of middle-aged men, they will immediately become the target of criticism on social media. There are many cases in which companies are found to be overly ambitious in their communication, resulting in negative impressions.

The natural order would be to first have facts to back up the content before disseminating it to the outside world.Rather than focusing on fixing the outside, it is becoming more important than ever to tackle the obvious and review the company itself, including the inside.

Shinya Fujiwara (hereinafter referred to as Fujiwara) 　With the spread of digital and social media, there was a time when people thought that "what companies say is not very trustworthy." Pretty-spoken copy and one-sided messages using celebrities no longer have a deep impact on consumers. After that experience, people involved in communication reflected, "We are also consumers,"Genuine person-to-person communicationThe increase in companies' YouTube channels and official Twitter accounts with "insiders" is also a result of these companies trying to communicate their real opinions and have genuine, deep communication with consumers.

Consumers also pay close attention to whether a company is consistent in what it says and does, and what it really means. Companies that are loved by consumers and continue to grow are:The message conveyed in the advertisement is consistent with the business, and the communication is honest.I think.

(I.e.　The first example of such a company that comes to mind is "NIKE". You are probably familiar with the company's stance of supporting athletes with the tagline "JUST DO IT". As was the case with Black Lives Matter (*1), NIKE has the strength to judge that "if we go back to our roots, we should do it" even if it involves the risk of criticism. As a result, even if they were criticized by some, they ended up gaining more fans around the world.

(*1) Black Lives Matter: A movement that originated in the African-American community, calling for the abolition of racial discrimination against black people. Nike released a commercial that begins with "Don't do it," calling for the abolition of racial discrimination against black people.

Another great example of a company that sells sneakers is "Allbirds." They are committed to eco-friendly management and make their sneakers from only organic materials. They also make improvements almost every year, striving to find materials that are both comfortable to wear and kind to the earth. They also disclose the amount of greenhouse gas emissions from the manufacturing process and have declared that they will achieve "zero emissions in 10 years."

Both companiesBy maintaining consistency in its messages and actions, it has become a brand that many people can easily trust, feel safe with, and love.

(I.e.　Another big change is that the scope of branding has expanded.Governance and company regulations, which are fundamental to a company, are also part of branding.I feel that an increasing number of companies are beginning to view this as a corporate culture that is changing.

(I.e.　Whatever's most common consultation is for specific content requests such as advertising. However, by listening to what people have to say in depth, we sometimes arrive at more fundamental issues. We are increasingly being asked for ideas from a communication perspective for activities that are at the core of a company, such as formulating the company's foundational message, team organization, internal branding, and cultivating culture.

Reconsider the company's value and communicate it in a "Fun or Useful" way

── What do companies need to do to adapt to changes in the nature of branding?

(I.e.　First of all,Recognize that every interaction with consumers is connected to the brand's imageI think it's important to do so. We are now in an age where posts about "the customer service on the phone was good" are shared on social media, and brand image is improved. Rather than thinking of this as an increased risk of failure, I think it's better to think of it as an expanded potential and make improvements where possible.

(I.e.　In that sense, the first thing to do isReassess your contact points with employeesAs the barrier between consumers and companies is disappearing, a company's biggest customers are its employees. It is important to know what kind of impression employees have of the company and its products.

I have spoken to the employees of Ryohin Keikaku, and they all love MUJI products and look forward to the release of new products more than anyone else. Employees who love their company and its products will undoubtedly provide pleasant customer service, and when they post about the company on social media, their posts will naturally be full of emotion.Honest communication is what spreads naturally.

When considering branding, it is important to set a persona as the target, but before that, you should look at whether your employees have a positive view of your company and its products. If there are any issues or concerns, I think it is important to resolve them from there.

── I now understand the importance of transforming a company into one that is trusted from within. On the other hand, what should we be aware of when sending messages to the outside world?

(I.e.　In external communication,"Fun or Useful"I think it’s important to be aware of the message.

Even in advertising, which tends to be one-way, it is necessary to use creative expressions that evoke feelings of "fun" in the recipient and to devise ways to deliver information that is "useful." "Useful" does not only mean convenience, but also "discoveries that allow you to see the world from a different perspective."

Neither "fun" nor "useful" is something you can force into something.Reexamine the value of your company's existence by asking yourself, "Who do we want to entertain and how do we want to help them?" and "Who do we want to help them and how?"I believe that this will become apparent naturally.

── If you feel there is a difference between inside and outside the company you currently work for, what can you do to aim for branding that is consistent with your words and actions?

(I.e.　I think that the reason why the branding message is inconsistent and the messaging is lacking in substance is probably due to internal politics and old customs. It is difficult to change these drastically in a short period of time. First of all,A challenge to change communication in one department or small projectIf you can get results and expand the initiative, it will be a catalyst for change throughout your organization.

If it's difficult to do it with just people from within the company, it's a good idea to get outside the company involved. By involving external factors, you can bring in an objective perspective that is not influenced by internal circumstances, and you can also have an excuse for taking on a different approach than usual. I think that one way to aim for essential branding is to bring in an external perspective and create a chemical reaction.

[Interview and text] Fumiaki Sato　
[Planning and editing] Yuko Kawabata (XICA)