Tokyo Gas is redefining its brand strategy, with evidence-based marketing as the key.
Tokyo Gas's Evidence-Based Brand Strategy Towards Becoming a Lifestyle Company
Original: 「無色透明」のインフラから「くらしの会社」を目指して。東京ガスが挑む、エビデンスに基づくブランド戦略
Importance: ブランド戦略の再定義は業務に影響を与えるが、急激な変化ではない
Summary
Founded in 1885, Tokyo Gas faced a need to redefine its brand after the deregulation of electricity in 2016. Transitioning from a mere infrastructure provider to a consciously chosen entity, the company is implementing evidence-based marketing. Interviews with Kaneko and Sato from the Living Strategy Department, along with Kimura from Brandism, highlight their specific initiatives and challenges.
Key Points
- Founded in 1885, Tokyo Gas
- Transformation after the 2016 electricity deregulation
- Implementation of evidence-based marketing
- Specific initiatives from the Living Strategy Department
- Support through collaboration with Brandism
View developer summary
Tokyo Gas is redefining its brand strategy to shift from an 'infrastructure provider' to a 'lifestyle company' post-2016 electricity deregulation. The focus is on evidence-based marketing to become a consciously chosen entity. Key representatives from the Living Strategy Department and Brandism provided insights.
Source: https://markezine.jp/article/detail/50610
Outlet: MarkeZine
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