Overcoming the Divide Between Brand Identity and Workplace Dynamics: Building Strong Organizations
On September 3, 2026, a pivotal seminar titled 'Overcoming the Divide Between Brand Identity and Workplace Dynamics: Building Strong Organizations' will be held at Incubation CANVAS TOKYO. This event will be led by Miki Oikawa, the former president of POLA, and is set to explore the complexities of aligning corporate brand strategy with everyday employee actions.
In today’s corporate landscape, there’s a growing disconnect many organizations encounter between their proclaimed brand values and the real-time behaviors exhibited by employees. Despite multiple initiatives, such as internal communications, training sessions, and workshops aimed at embedding brand identity, many companies still face a gap where strategic ideals fail to translate into actual practice.
This disconnect can be identified as a primary hindrance to effective corporate governance, as firms often discuss brand narratives at the upper echelons while day-to-day operations perpetuate a different reality at lower levels. The challenge, therefore, lies in bridging this gap to forge a robust organizational identity.
To build a genuinely strong organization, businesses must define their brand identity strategically and integrate these ideals into the cultural fabric that informs daily decision-making and behavior among employees. Oikawa will guide participants through her vision of how to facilitate this transformative journey, underlining the importance of aligning three core elements: strategy, culture, and evaluation systems. Only when these components work in concert can a brand live and breathe as a dynamic entity within the organization.
Furthermore, Oikawa emphasizes rethinking well-being, moving beyond the simplistic view of creating a 'nice place to work.' To foster true organizational strength, companies should cultivate environments where individuals are empowered to challenge themselves and consistently achieve results.
In the seminar, attendees will delve into the methods Oikawa employed during her tenure at POLA, where she grasped the essence of putting brand management at the forefront of corporate strategy. As POLA's first female president, she not only nurtured well-known brands such as 'B.A' and 'Wrinkle Shot' but also launched the 'POLA Happiness Research Institute' in 2021 to advocate for purpose-led and diverse management practices. Under her leadership, approximately 26,000 employees and business partners were engaged in shaping a culture that defines a 'happy workplace' not merely as a comfortable environment, but as a powerhouse for innovation and initiative.
The seminar will be moderated by Hidemasa Kodama, a creative evangelist at Amana, who will facilitate discussions to dissect the structure of the divide between brand and action. Through dialogue with Oikawa, he will draw insights on how organizations can create a meaningful interplay among strategy, culture, and systems that propel them toward becoming genuinely strong.
Overview of Reframe Studio
Reframe Studio serves as a collaborative space for practitioners across various fields, including design, innovation, and creativity. Together, participants will engage with shared questions, reinterpret existing realities, and transition these insights into actionable futures. This environment is geared towards nurturing fertile grounds for innovation through resonance and idea exchange.
Who Should Attend:
This seminar is particularly beneficial for executives who are focused on embedding brand and corporate values into organizational behavior but find it challenging in practice. It's also aimed at department heads and executives looking to align their organizational frameworks with business outcomes, as well as CBOs and CHROs intent on harmonizing strategy, culture, and systems across departments. Additionally, those responsible for implementing well-being measures that reflect organizational strength, rather than mere kindness, will find this event insightful.
Event Details
Date: September 3, 2026
Time: 17:00 - 18:30
Location: Incubation CANVAS TOKYO, 2-2-1 Kyobashi, Chuo-ku, Tokyo
Capacity: 50 participants (lottery in case of high demand)
Participation Fee: Free
Registration URL: Sign-Up Here
Contact:
Phone: 03-3740-4011
Email: [email protected]
Founded in 1979 as an advertising photography company, Amana has evolved into one of Japan’s leading creative firms that produces a broad spectrum of visual content including still images, TV commercials, web videos, and more. With a rich repository of creative resources and experience from managing over 10,000 projects annually, Amana is committed to transforming communication through creative strategies that effectively convey its clients’ values and inspire action.
Company Overview
CEO: Takeshi Kaneko
Location: 2-2-43 Higashi-Shinagawa, Shinagawa-ku, Tokyo
Established: April 1979
Capital: 100 million JPY
Employees: 520 (as of January 1, 2026)
Services Offered: Visual communication business, including strategy and planning, brand design, inner communication, content marketing, and various promotional initiatives.
Website: Visit Amana
In today’s corporate landscape, there’s a growing disconnect many organizations encounter between their proclaimed brand values and the real-time behaviors exhibited by employees. Despite multiple initiatives, such as internal communications, training sessions, and workshops aimed at embedding brand identity, many companies still face a gap where strategic ideals fail to translate into actual practice.
This disconnect can be identified as a primary hindrance to effective corporate governance, as firms often discuss brand narratives at the upper echelons while day-to-day operations perpetuate a different reality at lower levels. The challenge, therefore, lies in bridging this gap to forge a robust organizational identity.
To build a genuinely strong organization, businesses must define their brand identity strategically and integrate these ideals into the cultural fabric that informs daily decision-making and behavior among employees. Oikawa will guide participants through her vision of how to facilitate this transformative journey, underlining the importance of aligning three core elements: strategy, culture, and evaluation systems. Only when these components work in concert can a brand live and breathe as a dynamic entity within the organization.
Furthermore, Oikawa emphasizes rethinking well-being, moving beyond the simplistic view of creating a 'nice place to work.' To foster true organizational strength, companies should cultivate environments where individuals are empowered to challenge themselves and consistently achieve results.
In the seminar, attendees will delve into the methods Oikawa employed during her tenure at POLA, where she grasped the essence of putting brand management at the forefront of corporate strategy. As POLA's first female president, she not only nurtured well-known brands such as 'B.A' and 'Wrinkle Shot' but also launched the 'POLA Happiness Research Institute' in 2021 to advocate for purpose-led and diverse management practices. Under her leadership, approximately 26,000 employees and business partners were engaged in shaping a culture that defines a 'happy workplace' not merely as a comfortable environment, but as a powerhouse for innovation and initiative.
The seminar will be moderated by Hidemasa Kodama, a creative evangelist at Amana, who will facilitate discussions to dissect the structure of the divide between brand and action. Through dialogue with Oikawa, he will draw insights on how organizations can create a meaningful interplay among strategy, culture, and systems that propel them toward becoming genuinely strong.
Overview of Reframe Studio
Reframe Studio serves as a collaborative space for practitioners across various fields, including design, innovation, and creativity. Together, participants will engage with shared questions, reinterpret existing realities, and transition these insights into actionable futures. This environment is geared towards nurturing fertile grounds for innovation through resonance and idea exchange.
Who Should Attend:
This seminar is particularly beneficial for executives who are focused on embedding brand and corporate values into organizational behavior but find it challenging in practice. It's also aimed at department heads and executives looking to align their organizational frameworks with business outcomes, as well as CBOs and CHROs intent on harmonizing strategy, culture, and systems across departments. Additionally, those responsible for implementing well-being measures that reflect organizational strength, rather than mere kindness, will find this event insightful.
Event Details
Date: September 3, 2026
Time: 17:00 - 18:30
Location: Incubation CANVAS TOKYO, 2-2-1 Kyobashi, Chuo-ku, Tokyo
Capacity: 50 participants (lottery in case of high demand)
Participation Fee: Free
Registration URL: Sign-Up Here
Contact:
Phone: 03-3740-4011
Email: [email protected]
About Amana
Founded in 1979 as an advertising photography company, Amana has evolved into one of Japan’s leading creative firms that produces a broad spectrum of visual content including still images, TV commercials, web videos, and more. With a rich repository of creative resources and experience from managing over 10,000 projects annually, Amana is committed to transforming communication through creative strategies that effectively convey its clients’ values and inspire action.
Company Overview
CEO: Takeshi Kaneko
Location: 2-2-43 Higashi-Shinagawa, Shinagawa-ku, Tokyo
Established: April 1979
Capital: 100 million JPY
Employees: 520 (as of January 1, 2026)
Services Offered: Visual communication business, including strategy and planning, brand design, inner communication, content marketing, and various promotional initiatives.
Website: Visit Amana
Topics People & Culture）
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