Keidanren seminar on purpose branding, with Gramco Chairman and CEO Yamada as a speaker

The Japan Business Federation (Keidanren) held a seminar on purpose branding on February 27, 2024 at Keidanren Hall in Otemachi, Tokyo. In his presentation, Atsuro Yamada, Chairman and Representative Director of Gramco, gave an overview of purpose branding, introducing four specific case studies.

In the latter half of the session, directors from high-brand-power corporate groups in Japan—among the first to adopt a purpose—took the stage to explain how their companies promote businesses across sectors such as game & network services, entertainment technology & services, imaging & sensing solutions, and finance.

In his presentation, Yamada emphasized that, globally, we live in an era in which social activities that unite people within a company or group based on purpose are indispensable. He said that it is important to set forth slogans as well as put them into practice and increase employee engagement.
In order to make it easier for participants to understand, he introduced case studies from four clients: an entertainment company, a nonferrous metals manufacturer, a real estate company, and a Taiwanese medical equipment manufacturer (having worked closely with each company in advance to discuss the content of the presentation).
The event was attended by 109 people from Keidanren member companies. After the presentation, a Q&A session was held during which many participants actively asked questions and offered their opinions.
The content of this presentation was also featured in the March 28, 2024 edition of the weekly Keidanren Times (No. 3631).

*Photo courtesy of Keidanren