What is "excessive efficiency" to impede the creation of brand value of the future "efficient management"
Last time I took up examples of "Blue Note" and "Tsuya bookstore" as a concrete example of "re - editing brand value". "Re-editing brand value" leads to a business strategy that creates customers of the future and creates the future of the company. However, shortly after the Lehman shock, the short-term performance-based policy may make it difficult to realize innovative strategic change and business concept. For this time, I would like to think about why re-editing is necessary by digging down from the aspect of management tasks of the company.
"Create a new brand value" = "Create a future business"
Mature society with no failure regardless of which product you choose. In such a period, many companies are entering a turning point of business as it becomes more difficult to build overwhelming brands with product power alone. In order to bring about a paradigm change from product-centered business to business centered on customer emotions, it is necessary to rebuild the brand that fosters a connection with consumers.
One of the solutions for that was "re-editing brand value" mentioned in the last article. By re-editing stocks of value accumulated in companies and brands, this is to shake the emotions of new generations that have not turned to products until now, evoke new actions. If we can change this behavior to sales, we can also see the possibility of business leading to the future.
Factors that inhibit new value creation are "excessive efficiency" management
Many Japanese long-selling brands have grown by offering good products to the world. However, despite the fact that the era of being chosen only by performance is over, many enterprises have not been working on the review, despite entering a new era in which to review the business model that has been continuous and continuous, It seems that there are many companies focusing on "how to sell products of the product to customers".
There are many people feeling stalemate, why can not we move on?
I think that one of the major factors is in short-sighted marketing and management symbolized by performance-based personnel and shareholders' capitalism.
As a result of thorough and efficient management after the Lehman shock in 2008, Japanese companies have secured profits by cutting waste. When a major change in the economic situation occurs, it is natural that you do not waste it by reexamining your past projects, and you should preferentially drop funds to those directly linked to sales and profits. However, at the same time it is also necessary to sow seeds of business that looks ahead. Because cost reduction and efficient management are the means, not the purpose.
However, if we look at the reality, it is likely that there are many cases where it is not possible to stand up to pursue short-term results and confront the transformation of innovative strategies and bold business strategies. I think that it is not only the company's site but the management layer, including the management side, that it is impossible to carry out the actions / measures that considered the future of the medium and long term, and it may be a structural problem of the Japanese society now.
■ Efficiency Management objectives = Management evaluation focusing on measurable indicators · KPI
diagram A
■ Efficiency Management Sneaked = Brand Value Creation of the Future
B
What are the factors that determine the value of the brand in the future?
It is a comfortable season, and women who enjoy fashionable autumn stand out. Long skirts such as pleats, plain wide pants, straight and slim denim .... The bottoms of women in their 20s to 40s in the city are diverse. There is nothing much that jumps out, and every bottom looks almost the same proportion.
Some people are conscious of the trend, others because they have more emphasis on what suits them better than that. I hear that skeletal diagnosis that leads designs and materials to match from 'texture of body and character of line born with' is topic. It seems that consumption trends focusing on my taste and lifestyle are getting more and more advanced.
After the emphasis on "freshness" in the rise of fast fashion, there was also a topic such as the tide of "Nome core" and the book "Frenchman has only 10 clothes", the "slow" orientation also expanded. This autumn fashion has different glossiness from 'Ultimate Normal', but it seems to inherit the norm core and slow orientation, seeking quality and goodness on the material and detail.
Manufacturer Retail industry type was the mainstream fashion industry. What has been emphasized was MD (product development plan) of what, when, and how much to put in. Improvement of accuracy of MD is indispensable for enhancing profitability. Is not it the most important element to decide the value of the brand, a polite product plan that should be the premise of MD, what to make and how to make it.
