Exploring the Disconnect Between Creativity and Business at Joshibi University

The Harsh Truth About Design and Business

On January 22, 2026, Imajina, a leading branding company based in Chiyoda, Tokyo, held an intriguing special lecture titled "The Cruel Relationship Between Sensibility and Business" at Joshibi University. Rather than the usual company overview, the lecture focused on critical topics, including the "Defeat of Creativity" and the "True Nature of What Sells". Aimed at art university students, the session aimed to transform their innate sensibility into a powerful weapon for corporate business strategies, utilizing insights from behavioral economics and psychology.

Highlights of the Lecture: The "5% Trap" Creatives Face

During a workshop, students dove into the significant disconnect between design and business that they are likely to encounter as future creators. Several concrete examples were used for thorough exploration.

The Truth Revealed by a Coke Can

An image of a Coke can was presented, which, when examined closely, revealed that the color red was conspicuously absent from its design. However, the students perceived the can as red. This phenomenon demonstrated the truth that people see what they want to see based on past memories and mental adjustments, rather than objective reality. It raised an essential question: "Why doesn't merely beautiful design resonate with people's hearts?"

McDonald's Faux Pas: The Misleading Rationality of Surveys

Imajina shared a cautionary tale about a product launched based on survey results indicating a desire for healthier menu options (representing 5% rationality). The reality is, upon entering the store, consumers often succumb to their deeper instincts (the remaining 95%) and reach for junk food. This highlighted the harsh lesson that "creative solutions that blindly follow consumer feedback can destroy businesses."

Shocking Results: The Most Liked Commercial with the Lowest Sales

Comparing different advertising strategies, one shocking example from the Super Bowl was presented. A celebrity-filled commercial, which ranked highest in likeability, outperformed in sales a simple ad featuring an unknown woman dancing. This stark illustration revealed that the emotions of "liking" and the actions of "buying" are not always aligned, challenging the students with harsh business realities.

Imajina's Vision for Joshibi Students: The Science of Sensibility

The branding philosophy of Imajina extends beyond superficial aesthetics. The company strategically incorporates the latest research on behavioral economics and organizational psychology into business. They aim to transform corporate cultures through direct engagement with executives.

Emphasizing Internal Branding: Cultivating the Right Soil Before Decorating the Exterior

Before adorning the company from the outside, Imajina prioritizes changing the mindset of its employees to create a fertile ground for growth.

Transforming Sensibility into Strategy

Imajina is not merely recruiting designers; they are searching for individuals who can leverage creative thinking as an element of business strategy.

Job Openings: Brand Consultant / Project Sales Positions

Imajina is inviting students who resonate with the idea of transforming their sensibilities into social strategies to apply for openings.

- Number of Openings: 10 (Graduating in 2027)
- Eligibility: All academic departments, no degree or qualifications necessary
- Selection Process: Add on LINE → Casual Interview → 1-Day Internship (with feedback from top consultants) → Final Interview
- Application Deadline: End of January 2026

About Imajina Inc.

With the motto "From representing Japan to creating globally recognized brands," Imajina boasts over 3,000 success stories as a branding firm. Their approach, anchored in internal branding — a focus on employee mindset transformation, is aimed at solving corporate challenges through both creative and strategic perspectives.

Website: Imajina Official Site