Corporate Philosophy (Part 2)

Snow Peak, an outdoor gear brand known for its passionate fanbase and quality so high it's called "excessive quality." Its headquarters in Sanjo City, Niigata Prefecture, is located within a vast campground. Some employees even camp overnight there to commute to work, drawing attention for its uniqueness. President Futoshi Yamai, who himself camps nearly 60 days a year, is well-known as the face of the company.
Akihito Kunimi of Dentsu Inc. established a new department within the company called the "Future Creation Office." As a partner in new business development, he has worked with President Yamai to strengthen the company's brand.
Now, Snow Peak is reportedly envisioning new business initiatives centered around the slogan "Add outdoor adventures to your life," aiming to help urban dwellers enjoy nature.
Continuing from Part 1, we present insights on brand creation and expansion strategies drawn from their dialogue.

Planning & Production: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau

Markets aren't something that "exist"; they're something you "create."

Kunimi: When trying to create something new, what significance does listening to the voices of the world hold? I believe a company like Snow Peak truly grasps this essence. However, the larger a company grows, the more it tends to create products based strictly on market research results. If everyone conducts the same research and creates products accordingly, it's only natural that the market becomes flooded with similar items. Does Snow Peak conduct what you'd call market research?

Yamai: Not once.

Kunimi: Clients often ask us to investigate whether a market exists. But I believe it's not about whether a market "exists or not," but rather whether we "choose to create it."

Yamai: A market doesn't emerge unless someone launches the first product. That's why it always has to start with product-out.

Kunimi: The term "customer-centric" is used a lot these days, but I try not to use it much myself. Product-centric and seed-centric approaches are actually incredibly important. I want to think about how to combine that with a customer-centric approach. Snow Peak has recently announced a new policy focusing on "Urban Outdoor," right?

Yamai: Only 6% of Japan's population are campers. For the remaining 94%, Snow Peak is proactively venturing into cities to connect them with nature. Under the slogan "Add outdoor fun to your life," we're developing new ventures to let urban dwellers enjoy nature.

Kunimi: In 2010, Dentsu Inc. established a Future Creation Office within Snow Peak, and I serve as its director. Our first step was redefining Snow Peak as a "business for human reconnection." Viewing camping as one means of human reconnection changes how the business is perceived. Reconnection can happen in urban settings too—like on city balconies. We have several dream-like projects yet to launch.

Yamai: Things are going to get really exciting from here on out.

Kunimi: Finally, from your perspective, Mr. Yamai, how would you assess Japanese business leaders?

Yamai: Overall, they seem lacking in vitality. To put it bluntly, Japan's current capitalism is a situation where the moment an original product appears, imitation products follow, and everything becomes obsolete. Since large corporations have the capital, talent, and information, if there are ten companies, all ten should be able to create different values. I believe we need to build a capitalist economy like that. Ad agencies should stop clients from trying to follow other companies—it's uncool. In this era where consumers create content, companies that properly create originals and sell them correctly will be highly valued. It's a good time for companies like ours. We expect ad agencies to act as partners guiding clients toward the right business practices.

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You can also read the full interview here on AdTie!