#Japan #Tokyo #AlphaDrive #Brand Transformation #Corporate Innovation

AlphaDrive Establishes Brand Transformation Research Institute

In an era where the value of a business is increasingly derived from intangible assets like technology, data, and especially brand, AlphaDrive, led by CEO Keiichi Aso, has declared the opening of the "AlphaDrive BRAND Transformation Research Institute." Unlike typical advertising agencies or consulting firms, this virtual hub aims to integrate management, design, and culture to accelerate brand-based corporate transformation.

The Leadership behind the Institute

The institute will be headed by Akihiro Nagaya, a seasoned expert with a vast history in branding and design. Nagaya has worked with leading companies like Toyota and Yamaha, playing key roles that shaped their branding strategies, including his involvement in the creation of the inaugural global brand for Lexus. He is currently the president of Yanma Brand Asset Design Corporation.

Why Now for Brand Transformation?

The current landscape shows a significant shift. Companies are transitioning their focus from physical assets, such as land and factories, to intangible assets, with brands at the spotlight. A strong brand now acts as a "transformation device," influencing decision-making and organizational behavior. Yet, many Japanese corporations struggle to unlock their brand's full potential. The aim of this research institute is to redefine the brand as the operational system of management and culture, helping rebuild the transformation capability of Japanese businesses.

Objectives of the AlphaDrive BRAND Transformation Research Institute

The institute serves as a virtual think tank that encourages the practical application of research. Here are the main research areas:

• - Brand Strategy Research: Develop methodologies for placing brand strategy at the heart of business operations, including brand architecture and portfolio design.
• - Corporate Change Implementation: Implement integrated changes across business models, organizational culture, and communication, all anchored by purpose and core values.
• - Brand Asset Visibility and Valuation: Measure and visualize the contribution of brands to corporate value and ESG initiatives.
• - Program Development: Create educational programs for all levels within an organization, from executives to front-line employees.
• - Building Communication: Design brand relationships and trust with stakeholders in both domestic and international markets.

Beyond these core areas, the institute will also pursue extended studies in brand-led innovation, product branding, employee engagement, and organizational culture transformation.

Commitment to Excellence

The institute's guiding mission is to facilitate corporate transformation and generate social value through brand creation. Its vision focuses on establishing a new paradigm in management where brands are seen as transformational tools that can create globally competitive brand management models from Japan.

Comment from Akihiro Nagaya

"With over 30 years of experience in automotive design and branding, I am committed to translating these insights into new approaches for creating brand value. My journey with corporations like Yamaha and Toyota has been about infusing creativity into management, and I aim to continue this endeavor at the AlphaDrive BRAND Transformation Research Institute. We aim to contribute to numerous companies' transformations through innovative branding strategies. Thank you for your support!"

Conclusion

The establishment of the AlphaDrive BRAND Transformation Research Institute symbolizes a significant effort to reshape how Japanese companies view and utilize their brands. By integrating fundamental research with practical application, AlphaDrive hopes to inspire a transformation that unlocks the latent potential of brands across the nation.

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Contact Information

Company Name: AlphaDrive, Inc.
Founded: February 23, 2018
CEO: Keiichi Aso
Headquarters: 1F Kurusu Building, 2-17-3 Nagatacho, Chiyoda, Tokyo
Website: alphadrive.co.jp