RECALIBRATING A BRAND: LESSONS FROM JAPAN
Japan is a highly unique market – no doubt about that. Many a brand has stumbled in its quest to resonate and find scale in this highly competitive and culturally-defined consumer environment.
Icebreaker, a New Zealand icon, was one such brand. However, its ultimate success in the Japanese market has proven to be a tribute to design collaboration; an example of how adapting your brand storytelling and product mix based on the tastes and size of the local market can pay major dividends.
It can also lead to exciting new, even bigger opportunities across other global markets.
To explain this remarkable story,
