global branding

Apr 10, 2019

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.

Feb 21, 2018

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.

Feb 9, 2017

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.

Dec 19, 2016

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.

Sep 27, 2016

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.

Jun 16, 2016

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