Toward a New Era of Branding Through Customer Engagement Strategies

Building Brands Through Connection: Grand Design's Innovative Approach

In the contemporary landscape of branding, companies must move beyond simply competing on price and functionality to engage their customers in meaningful ways. Recognizing this shift, Grand Design Co., a Tokyo-based branding and design firm, has embraced the idea of fostering connection as a core component of branding. On July 7, 2025, the company announced the appointment of Takashi Okutani, a renowned marketing expert and advocate for "Engagement Value," as its advisor.

The Power of Emotional Connection

Okutani emphasizes that in today's market, brands need to articulate their reason for being chosen. His "Customer Value Pyramid" suggests that at the pinnacle of customer expectations lies "Engagement Value," which transcends basic functional and experiential benefits. This innovative approach not only reshapes the relationships between brands and consumers but also translates these connections into tangible economic value.

Grand Design, which has been adept at designing how brands are perceived for 25 years, is now poised to integrate Okutani's internationally recognized creative strategies with marketing frameworks that directly enhance sales and customer lifetime value (LTV).

Delivering Three Key Value Propositions

With Okutani's collaboration, Grand Design aims to introduce three essential value pillars to support its clients:

1. Transforming Sensory Design into Brand Assets

Traditionally assessed through subjective measures, design will now be linked to sales and client relationships, providing a clear economic value as an asset. By integrating Okutani's engagement KPIs (such as User-Generated Content, LTV, and repurchase rates) with Grand Design's creative talent, a strategic framework for executing design and branding that generates measurable outcomes will be developed.

2. Valuing Relationships as Core Assets

Today's consumers build relationships with brands not just through transactions, but through trust in their philosophies, resonance, and memorable experiences. Adopting Okutani's "Engagement Value" theory, Grand Design will assist direct-to-consumer and subscription brands in maximizing LTV and fostering brand loyalty.

3. Consistent Brand Experiences Across Borders

Grand Design recognizes the diversity of social media platforms in different countries, such as LINE and Instagram in Japan and WeChat and Xiaohongshu in China. By tailoring experiences to align with cultural nuances and consumer behaviors, the company will provide a cohesive branding experience, allowing consumers to feel consistently connected to a single brand, regardless of where they are.

Shaping the Future of Connection

As Grand Design welcomes Okutani, its focus on strengthening investments in customer connections as part of brand strategy is expected to deepen. The fusion of emotional resonance and strategic insight promises to create brands that grow together with their clients, setting the stage for a new standard in how brands are perceived and chosen in today's market.

Anticipate an exciting new partnership that expands the horizons of branding and engagement.

About Takashi Okutani

Takashi Okutani, co-CEO of Customer Time and CEO of Engagement Commerce Lab, has been pivotal in the evolution of omnichannel strategies. His leadership at MUJI in developing the "MUJI passport" app has made a significant impact in customer engagement across digital platforms. In addition to his successes, he is the founder of Super Normal and has authored books such as "Cutting-Edge Marketing" and "New Fundamentals of Marketing."

About Grand Design Co.

Grand Design operates from Tokyo and China, providing comprehensive services in branding, product planning, spatial design, and visual production. Under the motto "Designing How Brands Are Chosen / AMAZE THE WORLD," the firm supports companies in enhancing their brand value and expanding their market reach in East Asia.
Grand Design Website