２０２０年２月

UNN20200201 brand image

What is branding? Why do Japanese companies get a famous bland in the world?

Recently Japan only sell components instead of products. This is a serious problem for our brand images.

Japanese companies do not differentiate from their competitors. Their activities are homogeneous.

We should understand customers’ need for building brand image. But Apple takes 30 years for establishing their brand.

If you want to build your brand you need to consider your own direction even if it is different from your companies of your industry.

Building brand image is not easy. We have 2 brand images which are product and company. Suzuki succeeded their product brand image in India.

Japanese company needs to build long term goal and establish strong unshakable faith for creating a bland image.

UNN20191228 孫子の兵法

故に用兵の法には、散地有り、軽地有り、争地有り、交地有り、衢地有り、重地有り、泛地有り、囲地有り、死地有り。

山林沮沢(そたく)を行き、凡そ行き難きの道なる者を、泛地 (ひち)と為す。

所謂、古の善く兵を用うる者は、能く敵人をして前後相及ばず、衆寡相恃まず、貴賎相救わず、上下相扶けざらしむ。

あえて問う、敵衆おおく整いてまさに来たらんとす。これを待(ま)つこといかん。曰く、まずその愛するところを奪(うば)え、すなわち聴かん、と。

情報技術は経済を設計し、民主主義を破壊することができるのか？ どのようにアルゴリズムがいつか投票箱を最適化するようになるのか

AIはその出した結果が必ずしも正しくはない。特にDeep Learningで計算した結果は間違っていたり、バイアスがかかっている。それを誰が見つけて是正するのか。

UNN20200208　branding

Nation branding takes time to establish. but Japan itself has brand. Now we need to reconsider this brand to our skills and knowledge.

UNIQLO establishs their brand in the world. They target best quality and low price. Same price in China and Japan.

Although we have Japan brand we need to take 5 to 10 years establishing our new brand. How can we cut short of this time period?

How can we sell Sushi skills to the world? We have a lots of video introducing Sushi presentation. But no video introduce their know-how.

Japan has a language barrier to export our skills and knowledge. Stated another way our skills and knowledge didi not leak out from Japan.

Our some advanced skills and technology are exported overseas, but not much. We seriously consider spread those to the world. Not only Okura hotels in major cities in Asia.

Why Japanese can not show our advantage different from Chinese? We have budget constraints showing our system skills.

Branding and marketing are completely different. If we need to sell our skills and knowledge within few years we need to focus on marketing instead of branding which takes time to get known.

Branding is who you are, not what you sell. Mercedes Benz’s car is not  better than Toyota’s. But they have established bland in the world. So they can more easily to sell their car.

Why Japanese can not sell their skills overseas like Korea? Japan can not speak English and no communication with foreigners. Overseas people does not have close relationships except sightseeing.

For marketing they need to make investment first. What about a trust relationship with local partners. Without trust investments will be lost.    

Japanese overseas investment decision is too optimistic.  The trust relationship is not established before the investment decision.

UNN20200210　branding

Apple does not sell their products, but sell their brand. This is the thing we need to consider.

Toyota and UNIQLO are good example for discussing branding. They didi not consider their branding at first, only selling their product with best quality and cheaper price.

Branding is exporting culture, not product. Japanese ODA is exporting our product, not culture. So we could not export our high-end technology because of high-cost.

Now we need to consider to sell out advanced technology with products. Not products first, advanced technology first. Otherwise we can not show our skills and accumulated knowledge.

UNN20200215 Branding

Branding is who you are. Marketing is how to sell. So branding is heavily based on companies’ culture.

Branding is focused on next 10 years. Japanese companies are focusing only this year. So they can not establish their new brand.

In the past ERP software company Baan was failed but since then they transfer their software into Microsoft architecture with success because of Microsoft brand.

METI supported DX report which warns Japanese IT crisis on 2025. This was good message for Japanese companies.

Japanese education does not give children their future dream. Also Japanese company does not give training of the future employees’ goal and dream.

Almost top managements of Japanese companies have not strong leadership to build their brand.

Japanese motorbike makers are strong market share in the world. But Harley Davidson and Ducati are very unique characters which Japanese bikes do not have.

Harley Davidson is cool. Japanese bikes’ quality is higher than Harley. But their position is very strong rather than Japanese.   

Sony was the leader of world brand. But no more. They are no aggressive for sustaining their brand anymore.

Japanese companies are focused on their short-term profitability, not consider a long range of investment for employees.

If Japanese want to express their uniqueness they need to cooperate with foreigners getting their support to create Japanese brand.

Japanese are difficult to communicate foreigners. So the business discussion protocol is not the same as they expect.

Almost Japanese white collar does not have a dream. Also they do not want to discuss their future carrier of their job.

For 30 years Japanese economy did not grow comparing with American. Their Titan jumped their business only for past 2 decades.

UNN20200201 孫子の兵法

敵の領内に侵攻する時の原則は、敵地奥深くまで入ると、味方は結束するから、散地で戦う迎撃軍は対抗できない。

軍隊内での占いごとを禁止して、兵士の疑念を取り除いて勝つんだという考えを浸透させれば、戦死するまで決して逃げ出したりはしない。

Then, until death itself comes, no calamity (災難) need be feared. If our soldiers are not overburdened with money, it is not because they have a distaste for riches; if their lives are not unduly (過度に) long.

中国は欧米と一緒で、将軍だけが判断をする。だから、この孫子の兵法も将軍だけを意識して書かれている。日本と違って、将校とか副官に判断を任せることはしない。

軍を管理する原則は共通の標準としての勇気をどう兵士に持たせるかだ。剛強な者も柔弱な者も充分な働きをさせるのは、地の利をうまく利用するからである。

将軍の仕事は、もの静かにしていて秘密を明らかにせず、背筋を伸ばして公正にすれば、軍の秩序を保つことが出来る。士卒の耳目をうまくくらまして、軍の目的を知らせない。

UNN20200208 孫子の兵法

このゆえに諸侯の謀(はか)りごとを知らざる者は預(あらか)じめ交わることあたわず。

UNN20200212 Brexit

イギリスの合意なき離脱によるリスクは依然として高い。 歩み寄りはおそらく可能だが、年内という保証はない。

ジョンソンはカナダと同様の自由貿易の合意を求めている。更にカナダとは違った、平等の立場を求めている。

この６月までにはその駆け引きすら始まらないだろう。時間がないので、必要最小限の合意が商品についてだけ行われるかもしれない。

EUも厳格なEUの規則を強制するのではなく、規則に外れたら、それを調整するような仕組みを求めるだろう。

UNN20200222 Branding

Branding is a challenge for Japanese companies. Why they can not  build their brand?

In 1964 Olympic Japanese people was eager to change their attitude and made efforts to consider their ways of entertainment for overseas people. But now they do not change anything.

Japan has stronger nation brand rather than the other countries. But unfortunately our most companies do not have brand.

Japanese engineers decide their conclusion among them, then they will discuss it with overseas people.

Japanese problem for global relations is not language issues, but cultural issues. They do not want to spend time with foreigners after dinner.

How do you think Nissan? Did they have brand under Ghosn? Because they got a lots of profits while he was president.

Ghosn was president he provided 700 billion yen profit but as soon as he left those profit had gone. How come? He himself provided brand building?

Brand causes higher advantage like Tesla. Customer will pay more for their car because of their emotional attitude based on this brand.

Globalization issues for Japanese people is not language, but global mind. Education is focused on teaching English. This is wrong. We need to consider how to communicate overseas people.

UNN20200215 孫子の兵法

ゆえに兵をなすの事は、敵の意に順詳(じゅんしょう)し、敵を一向(いっこう)に并(あわ)せて、千里に将を殺すに在(あ)り。

日本軍は敵を殺してしまう。武士道には捕虜という考えがない。孫子には敵を味方にするという考えだ。

中国人は重厚な人物がもっとも優れているという。仕事ができる人材ではない。どんな状況の変化にも冷静沈着に行動できる人材がいちばん大事なのだ。

それ戦勝攻取(こうしゅ)して、その功を修めざるは凶なり。命(なづ)けて費留(ひりゅう)と曰う。

企業の精神をしっかり持たないで戦争をしても意味がない。しっかり計画を立てて、将軍は兵士(国民)のために努力するのだ。

怒りはもってまた喜ぶべく、慍(いきどお)りはもってまた悦(よろこ)ぶべきも、亡国はもってまた存すべからず、死者はもってまた生(い)くべからず。

UNN20200219 real state

情報技術が今にもアメリカの不動産市場をひっくり返そうとしている。ついに世界最大の資産市場が衝撃を受けるだろう。

アメリカの不動産業界はすべての不動産情報をオンラインのサイトのアップしなければならない。日本のように、優良物件をかこう事はできなくなった。

iBuyerとは価格査定アルゴリズムを活用して売り手から直接物件を買い取り、その後転売するビジネスモデルで、機械学習の先端を行っていて、AIを導入している。

UNN20200229 Individualism

Western society is much focused on individualism. Japanese are collectivism. Those difference causes big gaps among us.

Japanese are help each other in the case of disaster like 2011 Tsunami. They keep very close relationship as collectivism.

Japanese communication style is different from westerners. They are much focused on basic trust relationship instead of their work skills and talent.

Japanese spiritual conviction is based upon Confucianism which is different from Chinese. We do not have deception in our culture

Japanese collectivism is only for Japanese, not with foreigners. They can organize a good teaming only with Japanese alienating foreigners.

Japanese occupied Singapore and treated them as human being, instead British were not.   

Japanese attach importance on benevolence and righteousness for their activity.

American education system are ailing. Especially many black children lost their motivation for study. They do not have their own life target.

A high school teacher encourages American black children and gives them hope in their future.

We need to consider which level of people we are discussing? Ordinary people or elite? It is a big gap among those. If you want to enter top university in US you need to study very hard.

Japanese education system do not need to focus on creativity. But  a current university entrance exam is not bad. Because mathematics exam gives student their logical thinking basis.

UNN20200222 孫子の兵法

故に明主・賢将の動きて人に勝ち、成功の衆に出づる所以の者は先知なり。先知なる者は、鬼神に取る可からず。事に象 (かたど)る可からず。

間者の使用法には五種類ある。「因間」「内間」「反間」「死間」「生間」である。これら五種の間者が同時に諜報活動を行い、互いにその存在を知らないことを「神紀」と言う。

因間は、敵国の民間人に諜報活動をさせるものである。内間は、敵国の官吏に諜報活動をさせるものである。反間は、敵国の間者に諜報活動をさせるものである。

全軍の中でも親密度において、間諜よりも親密な者はなく、褒賞も間諜より厚遇される者はなく、軍務において間諜よりも秘密裏に進められるものはない。

Sun Tzu Ancient Military Strategy and Tactics Military Documentary National Geographic 2017/08/23の単語解説である。

UNN20200226 real estate

iBuyerとは価格査定アルゴリズムを活用して売り手から直接物件を買い取り、その後転売するビジネスモデルのこと。

不動産取引は株式よりも社債市場に近いかもしれない。社債価格は満期期日と利率によって変化する。

不動産投資企業は家を安く購入して、改装して高く売ろうとするのだが、i-buyerはそうした意図にはそぐわない。適正価格を算出するからだ。

UNN20200229孫子の兵法

孫子の兵法のビデオの要約と内容の解説

およそ戦いは、正をもって合っし、奇をもって勝つ。ゆえに善く奇を出いだす者は、窮(きわま)りなきこと天地のごとく、竭(つき)ざること江河のごとし。

女性は本能的な衝動と理性との間を心が動いているのであるが、男は絶えず、克己心を持って、冷静に対処しなければならない。この本能的な衝動が「奇」

UNN2020328 indivisualism

Heian era continued for 400 years started from 794AD longer than Tokugawa era.

Since Heian era until now Japanese sustains the same culture. No other country have a long history like Japan.

In Heian era a woman of noble birth wrote high level literature and managed their household. It was amazing thing at that time.    

Confucianism is imported into Japan. Japanese Confucianism is different from Chinese. Chinese are based on individualism whereas Japanese are collectivism.

Japan is egalitarian country. 99% are equal for their level of living.

Heian era sustained for 400 years. It is astounding. Since then the same country continues until now. It is weird and wonderful.    

Last week Japan organized K-1 event where 5,000 people gathered. Journalists in the rest of world was skeptical about this event at this timing.   

After Meiji restoration Japan emulated  British colonialism for Korea and Manchuria occupation.

Japanese colonialism was criticized by westerners before WWll. Partly because Japanese are not white people.

Japanese are strange people. How come Japan navy attacked Pearl Harbor? It is difficult to understand their action. Overseas people reckon Japanese are weird.