Ayako Shimotsuma

The power of words enlivens

The concept and term "Purpose" has gradually spread across Japan since 2018 or so, becoming a key word in branding and management. Being among the first to embrace the concept of "Purpose," we have long been providing branding services that are truly in tune with its essence. As of 2025, many companies have positioned Purpose as a top-level concept in their corporate philosophy and brand concept. However, many have simply renamed their original management philosophy to "Purpose" or have adopted content interchangeable with that of other companies. Just saying the "right thing" is not enough for Purpose. True Purpose is the fundamental motivator that moves people (especially those within an organization) and provides unifying force and impetus. To this end, powerful words and expressions tied to identity are essential, especially words that we can agree and identify with as unique to us. For example, words of encouragement that help us work hard and words that make us proud and inspire us. I believe that branding begins with exploring these words and expressions, which then become the starting point to "enliven." We continue to believe in the power of words to enliven people, organizations, and the world.