April 29, 2008
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Gentemann on Japanese Advertising Creativity
Although Western agencies have been established here in some cases over thirty years and Western clients like GE even longer, over 100 years! It is these differences that tend to mystify the foreigners who come to Japan to do business. Perhaps these differences are rooted in the Japanese culture.
Hopefully I can shed some light on the subject because it is fundamental to our belief that a contact and network here is extremely valuable. In the West advertising goes head to head, toe to toe. Especially in politics.
The logic goes a little bit like this,
Tell them why you are different.
Tell them why you are the best.
Then they will want to buy.
Then they will become hooked on you because they can justify their purchase.In Japan the “logic” of the approach is quite different…perhaps…
Make friends with them Prove you understand their feelings
Show that you’re nice.
Then they’ll want to buy.
Then they’ll find out what’s good about you.This whole approach characterizes how the Japanese approach business. The one element that is most important before business can be transacted is the development of a relationship.
Japanese business is an ambiance where feelings are paramount and the most important gauge to measure how clients respond to your communication is the answer to the question often asked in research, “Is your product and company “Shitashi mi yasui” or easy to feel familiar with?”
