Members Webinar (June 3): Marketing in the Post-Coronavirus World – Keyword: Purpose

People’s values have shifted dramatically around the world with the pandemic, where consumer psychology, lifestyle, and behavior as well as business and marketing as they were are being questioned.

Moderated by Yutaka Hara of Members (digital marketing services in Tokyo), Hisami spoke about US consumers, particularly values and insights of Millennials and Gen Z generations with insights into how companies and marketing will be transformed, and discussed what marketing should look like in the post-coronavirus era.

Webinar via Zoom with Hisami in the US and the audience in Japan.

Webinar (March 16): Hisami Ohshiba & Kenji Sudo -- "Consumer Insights for DX Strategies"

Companies globally are reviewing their business processes to achieve Digital Transformation (DX) with an eye on the post-Corona world. They need to rethink the direction of their business as they look ahead to changing global consumer trends by developments in the digital space.

Hisami provides US consumer trends and insights, and Kenji Sudo of Kaizen Platform, discusses the latest digital influences in consumer trends around the world. Based on case studies, this session explores the trends that are the basis of marketing strategies in the DX era.

Webinar via Zoom with Hisami in the US and Kenji Sudo and audience in Japan.

Hisami’s Seminars in Japan 2019

Members Seminar (Nov 19, Tokyo): Purpose-Driven Management & Marketing by Leading World Companies

In the age of Volatility, Uncertainty, Complexity, and Ambiguity (VUCA), traditional management and marketing is replaced by purpose-driven approaches. Millennials and Gen Z who have not experienced economic prosperity and face a dire future with climate change, do not choose to consume by differentiation and prices alone. This session covers case studies of Nestlé, Unilever, and Microsoft, who redefined their values and management and marketing for sustainability/SDGs and its importance for the future.

NewPicks Seminar (Feb 14, Tokyo): A Conversation by Hisami Ohshiba & Kenji Sudo — “Brand Strategies that Resonate with US Millennials”

Millennials and Gen Z (post-Millennials) who make up half the US population are the next generation of consumers, and as key consumers, existing marketing practices no longer resonate. These "belief-driven buyers" that also apply in Japan, pose questions on how brand brands can engage with them.

Hisami provides insights and analyses through case studies in the US. Moderated by Kenji Sudo, CEO of Kaizen Platform.

Hisami's Blog Published on The Huffington Post Japan

Hisami's blog (in Japanese), "The Unicorn Companies" was published on The Huffington Post Japan, explaining the Unicorn Companies to the Japanese audience from the perspective of living in the US.

Hisami Ohshiba Speaking at Business Dojo July 28 (SF Bay Area)

Hisami will be speaking (in Japanese) at Business Dojo, to be held at Hacker Dojo in Mountain View, CA. Invited by Rochelle Kopp, this will be a rare speaking event for Hisami  on home turf in Silicon Valley, as her regular speaking engagements are mostly in Japan.

Business Dojo is a networking event for Japanese living in the San Francisco-Bay-Silicon Valley area, and a great community that fosters inspiration. Any Japanese speaking residents of the Bay Area are invited, and can register here.

Seminar: Communications in the Age of IOM (Internet of Me) — June 25 in Japan

Hisami will be the keynote speaker at a seminar in Tokyo at TECH LAB PAAK on Thursday, June 25 from 7pm. Presided by TripodWorks president Kenichi Sasaki, MC by Chisa Takahashi, PR of Akerunand participating in discussion with HEART CATCH director Mariko Nishimura. 

Register for this free event (in Japanese) here. This will be an unusual occasion for Hisami to have other women participating in discussion, and she’s looking forward to it. 

The keynote, “Communications in the Age of IoM (Internet of Me),” will address how US marketers are reaching out to consumers who are accustomed to instant gratification. Attention spans are shrinking further from 12 to 8 seconds, and only 20% of written content can be recalled. 

This will be followed by discussion with Mariko Nishimura on the Innovation and Future of Marketing. Mariko’s career spans from engineer at IBM, marketing manager at Adobe Systems and Groupon, producer at Bascule, then founding HEART CATCH in 2014. She holds international patents as an engineer as well as receiving numerous awards including Gold at Cannes Lions.

iMEDIA Brand Summit Japan 2015 – June 15-17

Hisami will be in attendance throughout the three day event, and will be on stage with Japanese brand advertisers for a wrap-up at the very end. Hisami has participated at five ad:tech san francisco and tokyo conferences, but this will be her first Brand Summit and is looking forward to it.

JaM Session Chabudai Talk in Tokyo after a long hiatus!

During the peak of cherry blossom season on April 7th, we held a JaM Session Chabudai Talk in Tokyo after a long hiatus. 

Title: What marketers need to think about in the age of “Anytime I want!” 

Where: Omnibus K.K.
When: April 7, 2015 6:30-8:30pm

What: Hisami Ohshiba, with over 30 years’ of US-Japan business and marketing experience, as a marketer and a consumer, speaks about “communications and marketing today.” Though we’re already 15 years into the 21st century, many marketers and companies are still stuck in 20th century thinking. This interactive talk session is a good chance to refresh our views and consider communications and marketing from a broader perspective. This session is where people can gather around the table (chabudai) like at home, and have a relaxed, friendly gathering without the formalities of titles and jobs. Attendance will be limited to under 40 people. 

Recap: Two hours flew by, and much of the session content focused on recent US-based video that most people in Japan don’t normally see. At the dinner that followed, some really heated discussions continued. We realized the need for more sessions like this, and we will do more this year. Stay tuned!

JaM Session Chabudai Talk in Tokyo after a long hiatus!

During the peak of cherry blossom season on April 7th, we held a JaM Session Chabudai Talk in Tokyo after a long hiatus.

Title: What marketers need to think about in the age of “Anytime I want!”

Where: Omnibus K.K.
When: April 7, 2015 6:30-8:30pm

What: Hisami Ohshiba, with over 30 years’ of US-Japan business and marketing experience, as a marketer and a consumer, speaks about “communications and marketing today.” Though we’re already 15 years into the 21st century, many marketers and companies are still stuck in 20th century thinking. This interactive talk session is a good chance to refresh our views and consider communications and marketing from a broader perspective. This session is where people can gather around the table (chabudai) like at home, and have a relaxed, friendly gathering without the formalities of titles and jobs. Attendance will be limited to under 40 people.

Recap: Two hours flew by, and much of the session content focused on recent US-based video that most people in Japan don’t normally see. At the dinner that followed, some really heated discussions continued. We realized the need for more sessions like this, and we will do more this year. Stay tuned!

Three Subaru Models Selected in Consumer Reports 2015 Auto Spotlight!

We’re happy to see that JaM’s long time client Subaru, won top picks in Consumer Report’s 2015 Auto Spotlight with the following models:
Compact Car: Impreza
Midsize Car: Legacy
Small SUV: Forester
In addition, when Consumer Reports asked their 27,000+ Facebook followers, to “name the best car on the market today,” they chose the Outback as #1 and the Forester as #2.

Winner: Subaru Outback (25%)
Second place: Subaru Forester (24%)
Third place: Toyota Highlander (23%)
Honorable mention: Honda CR-V (17%)
Honorable mention: Tesla Model S (10%)
It’s twice as nice to see that both Consumer Reports, the leading source of trust for consumers when it comes to cars, and the general audience on Facebook, both chose Subaru. JaM has continued to work with Subaru headquarters in Japan to provide insights about lifestyles, values, behaviors, and life stages of US consumers, which is difficult to understand from a foreign perspective. There is no greater satisfaction for us as consultants that after many years, the results finally take shape — from product development to the final product — and to see their business come to fruition.