Building a Creative Reputation for Japanese Style

November 19, 2011

Building a Creative Reputation for Japanese Style

There is an unusual campaign afoot to adjust the reputation of Japan. It is called The Cool Japan Promotion Strategy Programme and is housed at the Ministry of Economy, Trade and Industry – METI.  The campaign is to make Japan’s reputation more creative by highlighting its fashion, music, food and animation. The concept has accelerated due to the horrific earthquake’s aftermath and the need to rebuild reputation quickly in as many ways as possible.  The basic concept is to export the cultural creativity of Japan similar to what is done with cars. Such an occurrence happened in Singapore in October where a pop up store devoted to Harajuku Street Style – Japan’s edgy fashion district–appeared featuring small lines of Japanese fashion.  Harajuki is the train station in Tokyo where many fashion stores, boutiques and used clothing outlets can be found for young people who hang out dressed as anime or manga characters.  These fashion-ables break all the rules, mix and match, and have an anything goes mindset.  Must be working since I found a line of clothes at Target when I searched. The Japanese reputation for fashion and culture is expanding as wished.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.

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