global branding
How Fujifilm is trying to move beyond its photography legacy
The Japanese company’s global fame as a maker of photographic equipment is a mixed blessing.
Infiniti places ambition over odds in its push for growth
Still working to define itself in Asia, the Japanese carmaker is betting on social media and aims to combine inspiring human stories with more insight into its own brand DNA.
How science inspired Uniqlo’s first global branding effort
In an interview with Campaign in New York, Lindsay Cole and Devon Hong from Droga5 share insights on the agency's evolving partnership with Japan's apparel giant.
Campaign Japan’s top 5 lessons from 2016
Extreme working conditions, the global activities of Japanese brands and the Rio Olympics gave us much to consider.
Infiniti works to hone its ‘entrepreneurial’ positioning
Nissan’s luxury subsidiary is aiming for sharper definition to help it claim more share in its key markets.
Creative Japan: What the world knows, but brands fail to see
Around the world, Japan is admired for its artistry and culture. Its brands need to tap into this energy, says Ayami Nakao of Hakuhodo
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