The joint seminar by Kontrapunkt and Gramco: "How to Create a Globally Recognized Brand: A Practical Approach to Creating and Expressing a Brand's Worldview"

A joint Kontrapunkt–Gramco seminar was held on February 16. This seminar, "How to Create a Globally Recognized Brand: A Practical Approach to Creating and Expressing a Brand's Worldview," was the first in almost three years to be held offline.
Compared to their Western counterparts, many Japanese companies lack the "brand assets" needed to compete in the global marketplace, that is, the tools necessary to express and communicate their brand's worldview.
In this seminar, Gramco, which has more branding experience than any other company in Japan, as well as Kontrapunkt, a world-leading design firm, explained in detail how to create a globally recognized brand, using practical methods and case studies.

The Gramco portion of the event featured a dialogue-style presentation by President and CEO Yoichiro Yano and Executive Art Director Masanaga Yamazaki.
In order to build a brand's worldview, it is necessary to clearly define the brand concept while maintaining a global perspective. Using actual projects, they explained Gramco's method of determining creative expression keywords and incorporating them into brand assets. They also discussed the effectiveness of supporting creative expression rather than controlling brand style in developing a brand's worldview on a global scale, citing actual examples.

The Kontrapunkt portion featured Bo Linnemann, founder and designer of Kontrapunkt, Philip Linnemann, its CEO and ECD, and Tomoe Hamaguchiya, Representative Director of Kontrapunkt Japan.
They delivered a presentation on how to create a global brand, citing the example of DENSO, a Kontrapunkt client.
They explained in detail the concept creation process that focuses on collaboration with DENSO members, the method of brand style development, and how this brand style expands across the company's hubs worldwide.

Several people attended this seminar, which was followed by a lively Q&A session and post-seminar networking.

Gramco will continue to plan intermittent face-to-face seminars and webinars. Please stay tuned for more seminar- and webinar-related information.