Articles and columns written by Hisami Ohshiba

Nikkei BP Online Column: Hisami's new column on Nikkei BP Online, "Listening to Online 'Buzz' (in North America)".In Japanese only.

Blog: Discover the woman behind JaM Japan Marketing: Read Hisami Ohshiba's personal blog!

Monthly Columns : Starting in January 2006, Hisami began writing for "Senden Kaigi", an advertising and marketing industry publication. Her column series titled "US Marketing Trends" introduces the latest trends and marketing techniques in the US market.

  • March 15, 2008: "The Value of Super Bowl Ads as Reviewed by 100 Million Critics"
  • January 15, 2008: "The Essential Brand Experience Strategy at Apple Stores"
  • January 1, 2008: "Experts' Picks on Advertising and Marketing Keywords for 2008"
  • December 2007: "The New Social Marketing in Facebook"
  • November 2007: : "What's Next in Nike's Marketing -- Connecting Directly with Consumers"
  • October 2007: "Nintendo Wii's --Social Gaming"
  • September 2007: "The Reality of the Virtual World, Second Life"
  • September 2007: "The Truth About Blogger Relations"
  • August 2007: "Corporate Blogs"
  • July 2007: "Marketing that Advocates Better Lifestyles Creates Emotional Bonds with Consumers"
  • June 2007: "Non-Traditional Ads"
  • May 2007: "Viral Videos as Citizen Ads Making an Impact in the U.S."
  • April 2007: "Baby Boomers Elicit A New Way to Market to Seniors"
  • March 2007: "Consumer Generated Commercials (CGC) Contests Gaining Popularity in the US"
  • February 2007: "Second Life ? The New Community"
  • January 2007: "Rapid Growth of Paid Product Placements"
  • December 2006: "Cause Marketing: From Yellow to Red"
  • November 2006: "TV Commercials in the Age of On-Demand"
  • October 2006: "Traditional Media Targets Online Video Community"
  • September 2006: "Learning From Bad Mouth Critics"
  • August 2006: "Demographic Differences in WOM Behavior"
  • July 2006: "Customized Television Commercials Generated by Consumers"
  • June 2006: "Alternative Branding Strategies Using WOM"
  • May 2006: "Super Bowl CM Playback Phenomenon: The Extent of Buzz Generated by CGM"
  • April 2006: "The Holistic Utilization of Organic Buzz and Amplified Buzz"
  • March 2006: "The Reality of Cause Marketing - The Newest Marketing Tool, The Pink Ribbon"
  • February 2006: "WOM Through Experiential Marketing In Network Television"
  • January 2006: "Customer Evangelists - The Key To Successful WOM Marketing"
The Back to Society: Noblesse Oblige in Present Day America - Warren Buffett's recent donation of $44 billion to The Bill & Melinda Gates Foundation is a prime example of a Western principle called noblesse oblige where those who are more fortunate have an obligation to give back to the community. (July, '06)
Generation Y: Helicopter parents at the work place. - Children of Generation Y are growing up and making their way into the work force. And just like they had their parents beside them when they were moving into their dorms Freshman year, it appears their Baby Boomer parents are still standing by as they begin their walk into the work force. (April, '06)
The Google Way: Can Google Keep the HP Spirit Alive? - There isn't a day that goes by in the Bay Area where Google isn't making news. From the release of new programs developed by Googlers, their employees, to organic cafeterias. A closer look on business of the 21st century, the Google Way. (March, '06)
iPod Phenomenon: What is Podcasting? (Jan. 06) - iPods hit the chart this holiday season as the most popular item on Amazon.com. Hisami takes a look at how iPods are changing social and communication patterns in the US.
Female Consumer Power(Dec. 05)- A week has passed since "Black Friday" and Hisami has the latest on America's recent shopping habits. More and more data shows that there are behavior differences between female and male shoppers and marketers should be aware of who their CPOs (Chief Purchasing Officer).
Google's Evolution (Oct.05) - Google seems to be making headline news on a daily basis. Hisami Ohshiba takes a look at the Google's next evolutionary step, telecommunication, and the secret of Google's success.
CEO Requirement - Height 6'2" (Sept.05) - If you are less than 6feet 2 inches in the U.S., it might be keeping you from achieving your dream of one day becoming the CEO of your company. Results of a recent study and what it's implications.
Politically Correct? (Aug.05)- In this country refered to as the "melting pot", where people come from all over the globe, politically incorrect comments are a scandalous matter with serious consequences. Join me in thinking about discrimination and the changing demographics of the U.S.
Oil Free Life? - gBiodieselh(Jul.05)- As Americans celebrated their Independence Day this July, I thought of their dependence on the Arab nations for oil. How can the U.S. break free from their dependence on foreign oil?
Sailing Voyage - Halfway Across the Pacific (June. 05) - The first 14 of 15 days' sail from San Francisco to Maui went fairly without incident. But in the middle of the final night, we were caught in 35 knot winds, and disaster struck.
Alternative Marketing - Influencers (May. 05) - As Opera Software CEO's public proclamation turned into reality, it seems to illustrate how people are interested in word of mouth and buzz, and are wanting to participate personally.
Super - Customization (Apr. 05) - Frustrations over PC problems causing "computer rage" plagues many Americans.
Starbucks - An alternative music distribution for Boomers (Mar. 05) - With 3,000 of Starbucks' 9,000 outlets in 30 countries providing wireless Internet access, it seems they have shifted from being merely a coffee shop to a symbol of promoting Internet ubiquity.
Generation X: New Dad (Jan. 05) - Previously known as the Lost Generation, Gen X now has families of their own, and is now playing a vital role in the U.S. workplace and society.
Yellow Bracelet Phenomenon - Stealth Marketing (Dec. 04) – Nike has seized Lance Armstrong's cause and began the Yellow Bracelet (WearYELLOW LiveSTRONG) campaign from May this year, that has since exploded into a national sensation.
Boomerang (Nov. 04) – Lack of funds due to layoffs and job searches, saving for a mortgage, or for other reasons, kids returning to parents' homes like boomerangs are a growing phenomenon in the U.S.
Mars vs. Venus (Oct. 04) – In doing consulting as a US-Japan business facilitator, I constantly see the gap in communication and ways of thought as different as Venus and Mars.
Athens Olympic 2004 (Sept. 04) – Olympics women's marathon winner Noguchi of Japan was often seen passing hersponges at water stations to fellow teammates Tosa and Sakamoto. When I saw her show this kind of mental composure and ease, I believed early on that she would win the race.
X Games Summer 2004 (Aug. 04) – On Aug 7th, I got up at 4am to travel from San Francisco to LA to root for my good friends, the Yasutoko family's Eito and Takeshi at the 10th annual X-Games held Aug. 5-8th.
Money & Happiness (Jul. 04) – In Business 2.0's June issue, an article made me reflect on the "meaning of life." People from 68 countries were ranked in the World Database of Happiness, and it showed that there was not necessarily a correlation between happiness and income.
E3 Report (May. 04)At Electronic Entertainment Expo (E3) Show in LA, the major game players -- Microsoft, Sony, Nintendo -- all expressed their intention to sell games as "social entertainment." My impression was that interactive, physical game interface devices will gain more popularity.
The Blues - A Musical Journey (Apr. 04)For my birthday last year, my husband gave me a book and DVDs of Martin Scorcese's PBS series, "The Blues."
New American Issue - Gay Marriage (Mar. 04)Upon returning to San Francisco after a two-week business trip to Japan, the newspapers were filled with articles about gay marriage, a topic that had been widely debated nationally since before I had left.
The LLC Corporate Structure - A New Trend (Feb. 04) – As a person who left the corporate world in Japan and came to the U.S. in 1995, I thought about whether I would have started my own business had I stayed in Japan. The reality was, I probably couldn't even if I wanted to. At that time, a "company" to me meant "kabushiki gaisha" (corporation).
Shopping Frenzy (Jan. 04) – Americans' consumer behavior: The environment of moral decay within American corporate culture contributed to white collar crime such as that of Tyco's former CEO Dennis Kozlowski.
New Year's Sailing (Jan. 04) – Hisami Ohshiba and her husband's New Year's sailing adventure in San Francisco Bay.
A Paradigm Shift - Apple Computers (Oct. 03) – CEO Steve Jobs introduced Apple's iTunes for Windows with the statement, "Hell Froze Over."
The Digitalization of People (Sept. 03) – In the land of individual rights and freedom, government and corporations' acquiring personal information has increased with the rapid technological changes in Americans' everyday lives.
Silicon Valley's Entrepreneurs (Aug. 03) – Steve Wozniak of Apple legend, has returned to the scene along with the new buzz word, "Wi-Fi."
Broadband Lifestyle (Jul. 03) – According to AOL Teen-Wired, 81% of kids between the ages 12 and 17 use email, 70% use Instant Messaging (IM) and by 2005, IM is forecasted to outgrow email usage by both adults and children.
Marketing to Generation Y (Jun. 03) – Generation Y - the next largest consumer demographic in the U.S., is characterized by their individuality rather than a group identity, and having a community of people with common values is very important.
America - A Lawsuit Society (May. 03) – The U.S. has double the population of Japan, but has over 900,000 lawyers, or 45 times the number of lawyers compared to 18,856 in Japan.
War Time in America (Apr. 03) – It is the priviledge of 21st century citizens to be able to take individual responsibility for evaluating information.
Peace & War - Perspectives on the pro- and anti-war movements in the U.S. (Mar. 03) – I was struck by a email from Japan asking, "The Japanese media reported that anti-war movements are considered taboo in the U.S. Is that true?" I responded by describing the actual situation in the U.S.
What is mentoring? (Feb. 03) How trusted mentors serve as role models and help encourage people as well as reduce their worries and anxieties.
IM (Instant Message) of America (Jan. 03) Instant Messaging (IM) is gaining rapid popularity as spam and viruses plague emails.
America's SUVs (Dec. 02) At 24 miles a gallon, America's popular SUVs' fuel efficiency has dropped to 1980 levels and wasting gas has become a nationwide practice.
Major Entertainment Companies' Counterattack (Dec. 02) What the music and film industries have in common is that these traditional major companies have created a substantial online business for the first time by providing online sales directly to customers using the Internet.
Resume (Nov. 02) Japanese style resumes with photos differ greatly from global business sensibilities.
English Test (Oct. 02) – Japanese people's tendency to want to speak English perfectly becomes a crutch and causes discouragement.
Men vs. Women - The Way They Think (Sept. 02) – In business, individual differences have a greater impact than gender. Building trust with male superiors and colleagues is the first step.
Salute to Elvis - 25th Anniversary Memorial (Aug. 02) – The U.S. in the midst of "Elvis Week," commemorating the 25th anniversary of his death.
Whistle Blowers (Jul. 02) – Women's roles as outsiders in light of recent scandals.
The Loss of Corporate Ethics (Jun. 02) – Corporate America's declining ethics has become a national crisis. How did it happen, and what can be done?
Catholic Crisis (May 02) – Sexual abuse of children by priests and mounting lawsuits may bankrupt the Catholic Church, the largest nonprofit in the U.S.
Major League Baseball - A Community Business (Apr. 02) – Marketing strategy of San Francisco Giants -- how they successfully maintain high profits without media-related corporate owners.
The Global Woman (Apr. 02) – Political leadership and using women's positive traits to our advantage.
The Fall of Enron (Mar. 02) – Corporate America in crisis and women's roles.
Tears are Neither a Woman or Man Thing (Feb. 02) – Japanese's female foreign minister's tears at a press conference.
Camouflage Makeup--Enron (Jan. 02) – Enron's troubles have escalated into allegations of stock market and economic woes, political scandals involving the Bush administration, and the suicide of former Enron vice chairman J. Clifford Baxter.
The Roles of Watchdogs and Fools (Dec. 01) – Energy giant Enron's spectacular collapse and how Wall Street and auditors failed to account for the biggest corporate failure in U.S. history.
Spirit of Silicon Valley -- The HP Way (Nov. 01) – Silicon Valley's entrepreneurial spirit founded upon its pioneer, Hewlett Packard
Take to the Sky -- Southwest Airlines (Oct. 01) – How Southwest is succeeding during the current troubles in the airline industry
Beyond Sports - X Games (Aug. 01) – About Extreme Sports
Welcome to Interactive TV World (Jul. 01) – About the interactive TV industry
Online Music – from Revolution to Evolution (Jun. 01) – about the online music industry
Bay Area Light & Shadow (May 01) – The future of Internet and technology development
No More Majority (Apr. 01) – Percentage of minority populations surpass whites in California
Back to Basics II (Apr. 01) – A newspaper editor’s crusade against his company
Back to Basics I (Mar. 01) – "Great Expectations" of investors vs the realities of the dot.com bubble
Dot.com Blues (Mar. 01) – A look a the dot.com business one year after the Nasdaq’s crash

Archive

BART Magazine :

Online Travel (Mar. 00) – How to enjoy online travel sites
Online Music (Feb. 00) – Garage bands in the Bay Area go online
Multimedia Gulch (Jan. 00) – The joys of living in San Francisco’s techie neighborhood
Angel Investor (Dec. 99) – Angel investors in the venture business
Online Christmas (Nov. 99) – How the Internet is changing Christmas for Americans

IBC (Internet Business Center) Marketing Reports :

eToys vs Toys R Us (Dec. 99)
The Gap (Oct. 99)
Tiffany (Sept. 99)
Victoria’s Secret (Aug. 99)
Home Depot (Jun. 99)
Amazon vs eBay (May 99)
Apple vs Compaq (Apr. 99)
Charles Schwab vs eTrade (Mar. 99)
Time Warner (Feb. 99)
USPS vs FedEx (Jan. 99)
United Airlines vs Southwest Airlines (Dec. 98)
Macy’s vs Nordstrom (Nov. 98)
L.L. Bean vs Eddie Bauer (Oct. 98)
Martha Stewart (Sept. 98)
Revlon vs Cover Girl (Aug. 98)
Budweiser vs Miller Beer (Jul. 98)
McDonald’s vs Taco Bell (Jun. 98)
VW Beetle vs Mazda Miata (May 98)
Levi’s vs Gap (Apr. 98)
Visa vs Mastercard (Mar. 98)


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