New product categories should be crystal clear in content and radical in form.
The Japanese auto brand is betting its future on going electric, but is playing catchup with a market that is several steps ahead.
Rolls-Royce, Volvo Cars and Honda Cars are using emotion and working directly with consumers and employees to stay connected.
Toyota still outpaces German luxury car brands, while Honda and Yamaha are top in motorcycles. But Indian and Chinese auto brands are edging up.
Nestlé and Chanel are among the brands dominating in their categories this year.
A global study by the branding specialist shows the hardware giants struggling, but Japanese carmakers give cause for optimism.
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