Forest of Words: 8

Craft significantly influences the perception that can be considered the final touch of quality at the point of contact between a brand and consumers, moving people's hearts.

Posted December 14, 2023
Cannes: Behind the Scenes of the Judging Process

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At the 2023 Cannes Lions International Festival of Creativity, Mr. Yoshihiro Yagi, Executive Creative Director at Dentsu Inc. and President of the Craft Industry Jury, defined craft from a creative perspective. It is not just concepts and statements that make a brand a brand. Meticulously crafted details resonate with people on the borderline between consciousness and unconsciousness. In his words, this creates an "emotional bond between the brand and the user." On top of that, Mr. Yagi asks, "Is the brand following its own ethics and working on what it truly wants to do for the world? And are people choosing it as a brand they truly want to support and empathize with, and paying a certain price for it?" It is a theory of branding that is worth keeping in mind.