David Blecken
Feb 17, 2017

Panasonic aims to lighten the pull of its legacy

The 99-year-old company is working to implement a culture of open innovation. It’s no easy feat, but is an important step to re-energising the brand.

Participants in Panasonic’s ‘Game Changer Catapult’ project (Panasonic)

Like many large, well-established companies, Panasonic is in need of revitalisation. It’s a global household name that consistently ranks near the top of Campaign’s Asia’s Top 1000 Brands survey, but the chances are that the average consumer would struggle to define what it stands for, or what marks it out from a multitude of other consumer electronics names.

The company is well aware of this, and also of the growing threat from smaller enterprises...

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