#Japan #Shibuya #Beams #KOBUSHI MARKETING #Nike Japan

Insightful Dialogue on Brand Creation

On November 12, 2025, Shibuya played host to a unique and highly anticipated closed seminar titled "How to Convey the 'Heat' of Your Brand," organized by KOBUSHI MARKETING and featuring renowned marketers.

The event, held at KOBUSHI BEER, included guest speaker Hiroshi Doichi from BEAMS and moderator Matt Kubota, previously of Nike and Adastria. With an assembly of 20 active marketers and business leaders, they engaged in an insightful discussion about branding that transcended conventional marketing theory. This article captures the highlights of their compelling conversation.

Background of the Event

The Shibuya Brand Marketer Community aims to create a platform where professionals involved in brand management can candidly share experiences rather than relying solely on agency-led narratives. This inaugural session focused on intersecting perspectives from BEAMS, a fashion brand that stays ahead in culture, and top marketers' experiences leading brands like NIKE in the market.

Key Insights from the Dialogue

1. The 'Life Worker' Philosophy

The discussion kicked off with an exploration of work-life boundaries, with Doichi emphasizing his desire to live as a "life worker"—someone who integrates their professional and personal experiences. He stated, "Rather than separating work and play, I want to enjoy life as a whole." He suggested that many attendees likely share this affinity for work, indicating they enjoy what they do. His notion hints at an underlying truth—the constant exchange between professional pursuits and personal enrichment.

Kubota echoed this sentiment, highlighting how BEAMS has transcended being merely a clothing store to become a lifestyle brand, making work a natural extension of life itself.

2. The Value of 'Going Out of Your Way'

Their discussion shifted to the significance of real experiences in today's digital age. Doichi shared a memorable instance where he took VIPs to a local okonomiyaki restaurant instead of a high-end dining venue, illustrating how genuine local experiences create value. He commented, "In our efficient society, the act of 'going out of one's way'—like listening to a record instead of streaming music—is regaining recognition as meaningful. This journey, complete with its noise and interactions, fosters love for the brand (the 'temperature')."

3. The Theory of 'Ten Chairs'

Doichi introduced his unique "Ten Chairs Theory," postulating that a person can hold only about ten brands in their mental space at a time. He explained that understanding how to embed a brand into consumers' daily routines—through recommendations and experiences—is critical. Recognizing that consumers are bombarded with choices online, being among those trusted brands becomes the ultimate branding objective.

4. Evolving from 'Q&A' to 'Q&Q'

Discussing the evolution of retail spaces, Doichi remarked that stores should be seen as "theaters" rather than merely places for transactions. He clarified, "In today's context, where there are no definitive answers, stores should foster connections and experiences, becoming spaces that inspire customers to return. It's about creating an environment that extends the brand's lifespan, not just focusing on sales figures."

5. Future Discussions on Brand Innovation

The night concluded with excitement for future gatherings. The next event, scheduled for January 16, 2026, will feature another round of explorative discussions on what makes brands favored among consumers and how to capture those precious ten chairs in potential customers' minds.

Participant Feedback

Many attendees expressed how valuable it was to hear from top marketers sharing real-world experiences rather than theoretical lessons alone. Comments from surveys reflected participants’ thoughts:

• - "The focus on authentic, hands-on strategies resonated deeply with me."
• - "Understanding the value in 'going out of your way' was enlightening. It made me realize that the emotional core of a brand often lies in these less efficient actions."

Community Engagement

The Shibuya Brand Marketer Community remains committed to organizing exclusive events for dedicated professionals, ensuring continued growth and engagement in brand marketing practices.

Host Profile

KOBUSHI MARKETING, which organized this event, focuses on connecting people through its unique 'KOBUSHI BEER' in Shibuya and oversees a community of over 4,000 marketers—fostering synergy and collaboration.

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This seminar marked the beginning of an exciting journey for those eager to delve deeper into brand building and marketing dynamics. Join us in the coming events to explore more about the future of branding and consumer experiences.

For further details regarding the next event or insights from key speakers, please follow KOBUSHI MARKETING's official channels.