Raising the bar to create more brand awareness: From story‐telling to acrobatics, companies have to be smarter

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The Japanese are renowned as remarkable technological innovators. There's a Japanese word that reflects this prowess – monozukuri, the art of making things. It's often reflected in the approach to marketing which is taken by many Japanese companies, and it has applied in the past to Nissan.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "Raising the bar to create more brand awareness: From story‐telling to acrobatics, companies have to be smarter", Strategic Direction, Vol. 29 No. 2, pp. 27-30. https://doi.org/10.1108/02580541311298047