The following is an excerpt from CScout’s global blog the Trendpool.
Between the economic troubles, company scandals and natural disasters “Brand Japan” has taken a pretty serious hit. Unfortunately however the response has been less than impressive, the newest logo and slogan “Japan Next” about as inspiring as watching paint dry. It may work for brands such as Uniqlo, with Kashiwa Sato behind both images, where it represents their stripped back value, but for a country with such a rich and unique culture it is somewhat lacking.
When crusty bureaucrats intervene with campaigns that are aimed at highlighting the cool side of a country to encourage tourism, it’s rarely a pretty ending. Particularly not in Japan, where politics is famed for being populated by octogenarians who are about as up to date with the times as your grandparents’ old broken antique clock. Their idea of “Cool Japan”—androgynous boy bands or barely legal schoolgirl idols—promotes an image of Japan that is outdated and laughable more than it is appealing. So what should Japan be promoting to ignite interest in Brand Japan?
Continue reading the full story “Uncovering The Real Cool Japan- Part One” in full on the global blog…
Darrell is a native of the U.K. and has been in Japan since 2002. He consults on innovation and strategy at the 
“barely legal schoolgirl idols”
definitely part of Japanese culture
but i definitely agree on the importance of pushing the image of “otakus” away from the Japanese brand