NEWS

Tomoyuki Suzuki, Executive Specialist at OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”), an Innovation Agency leading the digital shift, has received the “Best Poster Award” in the poster session of the Japan Marketing Academy’s Marketing Conference 2019.

Tomoyuki Suzuki

Executive Specialist, Strategist and General Manager of the Marketing Strategy 

Department of OPT Inc. As strategic planner for advertising companies, Mr. Suzuki has been engaged in supporting client marketing, specializing in strategy formulation utilizing brand assets. He entered OPT in 2016. His activities focus on the theme of strategy to support the realization of CSV and category innovations. He assumed the position of Executive Specialist in 2019.

Mr. Suzuki’s presentation at Marketing Conference 2019 covered the following points.

■ Poster Session

The Scientific Study of “Good Feeling.” — The Key to CSV Management and Category Innovation —

Today, changes in society are altering people's criteria for evaluation. This inevitably affects corporate activities as well. The ability to put premium value into words is necessary to respond to the changing times.

＜Participants＞

Tomoyuki Suzuki, Kohei Kubota, Koji Fujiwara, Ai Horikiri

＜Report Summary＞

・Functions, innovations and marketing necessary to “create and maintain customers” at companies. If innovation is understood as the generation of new value for customers and societies, and marketing is understood as a process of interchange creating new value, then both concepts can be integrated under “value.”

・Let us consider the expression “good feeling.” Everyone has a shared understanding of the meaning of this expression, but it is very difficult to explain clearly what it means. In other words, this demonstrates the fact that conscious verbal explanation of its premium value (passions, self-expression, society) is incomplete.

・By putting value into words, a deeper interpretation of value itself becomes possible. This deeper interpretation of value supports the integration of innovation and marketing.

・We have commenced two activities based on this approach.

1.Brand equity surveys, which attempt to interpret premium value using existing analytical methods (surveys)

2.The science of “good feeling,” an initiative that aims to clarify the proportion of premium value in consciousness through changes in brain activity from perceptual stimuli

In addition to introducing these two initiatives, we would like to present some initial challenges faced by initiatives to elucidate and explain what value is, and support the companies and people aiming for CSV management and category innovation.

Keywords: CSV, premium value, brand

*Details: http://www.j-mac.or.jp/poster/dtl.php?ps_id=186

OPT will continue to respond swiftly to changing trends, creating new value for customers and society, and supporting corporate marketing activities.