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How to Dream

Join globally renowned author and Columbia Business School professor Dr. Sheena Iyengar as she explains how to approach your dreams with a new perspective. Learn to reflect on what you long to accomplish and what stands in your way.

Logical Thinking

Logical thinking is at the heart of confident, persuasive decisions. This course will equip you with a five-point approach to more becoming a more logical thinker. Learn to classify ideas and distinguish fact from opinion.

Investing & Diversity: The Changing Faces of Venture Capitalists

Is the venture capital industry embracing diversity in investors? Watch global venture capitalists from around the world discuss the state of things and what needs to be done for a more inclusive future.

Servant Leadership

There's more to leadership than driving a team to profit. In fact, there's a word for looking beyond self-interest to prioritize individual growth: servant leadership. Try this course for a quick breakdown of what that is, how it works, and how it can lead to organizational success.

Organizational Behavior and Leadership

Ever wonder what makes a great leader? Whether your role requires leadership or not, understanding organizational behavior is useful for your career. This course from GLOBIS Unlimited can set you on your way.

Leadership vs. Management

Leadership and management are different skills, but today’s leaders must have both. Try out this course from GLOBIS Unlimited to understand the difference, as well as when and why each skill is necessary for motivation, communication, and value.

Strategy: Creating Value Inside Your Company

Have you ever wondered why certain companies are more successful than others? The answer is strategy: internal processes that control costs, allocate resources, and create value. This course from GLOBIS Unlimited can give you the tools you need for that strategic edge.

Strategy: Understanding the External Environment

To plan strategy on any level, you need to understand your company's external environment. In fact, your level of understanding can impact hiring, budgeting, marketing, or nearly any other part of the business world. Want to learn how to do all that? This course from GLOBIS Unlimited is the perfect first step!

Using Japanese Values to Thrive in Global Business

Japanese companies have unique cultural, communication, and operational challenges. But they also have values that have led to remarkable longevity. Check out this seminar to hear how these values help earn trust from overseas head offices and develop employees.

Turnaround Leadership: The Differences Between Japan and the West

What's the best way for leaders to communicate a shift in corporate strategy? How do you even know when it's time for such a change? This course explains how Japan might have one answer, Western companies another.

Conflict Management

Conflicts in the workplace are inevitable. But they can lead to positive outcomes if they’re managed well. Check out this online course for a two-step process that can help you manage conflict successfully.

Evernote Founder: How Tech Startups Can Break through in Japan

Can startup models from Hollywood and Silicon Valley succeed anywhere? Phil Libin, cofounder and CEO of startup incubator All Turtles, explains how AI can solve everyday problems to bring products to market.

Women Empowerment: Lessons from Cartier

How can women overcome gender inequality and reach their leadership goals? Cartier Japan CEO June Miyachi shares her secret in this special course from GLOBIS Unlimited.

Marketing: Reaching Your Target

Every company works hard to get its products into the hands of customers. Are you doing everything you can to compete? In this course, you’ll find a winning formula to turn a product idea into real sales. Follow along through the fundamentals of the marketing mix and see how companies successfully bring products to market.

Marketing Mix

Seeing good products into the hands of customers is no easy task. The marketing mix can help. It's a collection of strategies and tactics companies utilize to get customers to purchase their products or services, and is an essential part of the overall marketing process.

The Principles of Negotiation

With the proper skills and attitude, anyone can become a successful negotiator.  But first, you'll need to learn the basics to prepare for, assess, and respond to offers for the best results. GLOBIS Unlimited can help.

Negotiation: Creating Value

Want to create more shared value between yourself and your negotiation opponent? Discover how cognitive bias affects the judgment of others. Try this course from GLOBIS Unlimited to master the value of negotiation.

Finding Your Life Purpose with Ikigai

Ikigai can guide you in your quest for self-discovery. Listen to Japanese brain scientist Ken Mogi explain why and how.

Maslow’s Hierarchy of Needs

Want to leverage Maslow's Hierarchy of Needs as a leader? Try this short course to see how the theory can be applied in practical work scenarios.

Confirmation Bias

We all subconsciously collect information that reinforces our preconceptions. It's natural . . . but it does lead to a kind of flawed decision-making called confirmation bias. To become more objective and impartial, check out this course from GLOBIS Unlimited!

An Investor's Lesson to Entrepreneurs

Entrepreneurs have the power to transform societies for the better. But how do you attract investors to start or grow a business? Or to sell one? Check out this seminar for the answers to these and more, straight from a master venture capitalist!

Managerial Accounting

Managerial accounting is a powerful way to measure progress, identify problems, and meet your goals. Check out this course to learn how data-backed decisions can help you run your business.

Finance Basics: 1

For a healthy mix of quantitative planning, evaluation, and management, you need solid decision-making. And finance is the secret sauce! Get the essentials of finance in this two-part course from GLOBIS Unlimited.

Basic Accounting: Financial Analysis

Want to compare your performance vs. a competitor? Or evaluate a potential vendor? Then you'll need to conduct a financial analysis. This course will teach you how to use three financial statements and evaluate financial performance in terms of profitability, efficiency, soundness, growth, and overall strength.

Career Anchors

What drives you to be good at your job?

Career anchors are based on your values, desires, motivations, and abilities. They are the immovable parts of your professional self-image that guide you throughout your career journey.

Try this short GLOBIS Unlimited course to identify which of the eight career anchors is yours!

Digital Marketing Psychology to Transform Your Business

How does digital marketing really differ from traditional marketing? How is social media changing things really? And what's going on in Asia?

Pyramid Structure

Having the pyramid structure in your communication toolkit can not only help you approach a problem, but convince others that your solution is valid. Break away from linear thinking and test your logical thinking with this course from GLOBIS Unlimited!

Leadership with Passion through Kokorozashi

The key ingredient to success? Passion.

Finding your kokorozashi will unify your passions and skills to create positive change in society. This GLOBIS Unlimited course will help you develop the values and lifelong goals you need to become a strong, passion-driven leader.

AI First Companies – Implementation and Impact

AI is changing the way companies operate. How do you structure teams to increase efficiency?

Technovate in the Era of Industry 4.0

Is Industry 4.0 is the next step of human evolution human civilization? Dr. Jorge Calvo seems to think so. Join him to learn how the past can help you set goals for an exciting future of digital innovation.

Technovate Thinking

Business leaders of tomorrow need to harness the power of technology and innovation. That means understanding algorithms and how they drive business results. Discover opportunities to make technology work for your competitive edge.

Product Life Cycle

Every product takes a natural course through the market—there's a how, when, and why customers adopt products at different stages. Check out this course from GLOBIS Unlimited to find out how a product you use every day is part of this cycle.

Logic Tree

Logical thinking is the most valuable asset any business professional can have. That's why logic trees are such a valuable tool—they can help you identify a problem, break it down, and build it back up to a solution.

MECE Principle

Using the MECE principle can help ensure you categorize without gaps or overlaps. Check out this course from GLOBIS Unlimited for a practical demonstration of how it works!

Brands exist in the mind of the beholder. If no one knows your brand, then it’s irrelevant how good your actual business is. As far as the general public is concerned, you simply don’t exist.

Building brand presence is a matter of communication. Communication—with your team, with the public, with the media, and with the world—is key to getting any startup business off the ground and maintaining long-term forward momentum. If you’re not sure how to start (or struggling with plans that aren’t working out the way you hoped), here are four secrets you might be missing.

Next Article

Iterative Innovation: The Culture of Successful Startups

How can you create a naturally iterative company culture? Here are four tips from the greats.
Little changes will allow your company to iterate your product to success.

19 Startup Mistakes to Avoid Your First Year

There are SO MANY startup mistakes that your business can avoid with a little planning. Here are just 19 of them.
Businessman in flames walking on the street. This is entirely 3D generated image.

Systemic Marketing: Steer Your Business into the Future

Digitalization has forced marketeers to throw out their old marketing funnel. So what’s next?
Marketing can often feel like shouting into the void—try systemic marketing instead.

Yoshito Hori’s Brand Communication Playbook

My communication playbook—I’ll be talking mainly about corporate and service brand presence here—is based on four simple principles.

  1. Be Different: Define yourself in contrast to your competitors.
  2. Be Aspirational: Project a big vision that your customers will want to be a part of.
  3. Be Media Pragmatic: Use every kind of media to raise awareness.
  4. Be Customer-obsessed: Word of mouth from satisfied customers is always the most effective communication strategy.

These four principles have certainly worked for me.

Large group of yellow rubber ducks, with one purple rubber duck showing how being different is important for brand presence
Want your brand to stand out? Be the ugly duckling. | iStock/enviromantic

Be Different

When I started a business school in Japan in the early 1990s, I was up against the country’s oldest universities. Their history and prestige made them formidable competitors. We had no credentials, no office other than my apartment, no classrooms except a few rooms we rented by the hour, and a paltry $8,000 in the bank.

What did we do? We decided to play up all these differences as positives and present ourselves (build our brand presence) as a completely different animal in the jungle of business education.

Universities were academic—we stressed practicality.

Universities focused on general management—we focused on entrepreneurship.

Universities were large, monolithic, and faceless—we did our best to be student-focused, flexible, and responsive.

Be Aspirational

Having presented ourselves as new and different, the next step was to propose a vision that would resonate at an emotional level. We deliberately did not talk about our products—the courses that our school offered—in any detail. Instead, we sent out a message of how we hoped to contribute to the world by educating “visionary leaders who create and innovate societies.”

This is similar to what Apple did in 1997 when Steve Jobs came back to turn the company around. The PC makers were busy trying to lure customers by listing processor speed, memory capacity, and other dull technical specifications. Apple rose above all that, instead promising to elevate Mac users to the level of “crazy ones, misfits, rebels, and troublemakers” like John Lennon, Bob Dylan, and Martin Luther King.

Retro old microphones sit on a table, showing the many media outlets for building brand presence
Get the word out about your brand through any media you can think of—and then some. | iStock/BrAt_PiKaChU

Be Media Pragmatic

Once you’ve formulated your message, you’ve got the foundation of your brand presence. Next, you need to get the word out. My approach here is very practical: Use every form of media you can.

Back in 1992, we did direct mailing campaigns, put ads in business publications, and did our best to get written about. The media was happy to write about us precisely because we were different. One of the most effective forms of outreach was the GLOBIS MBA Series, a series of books we published on the framework and theory of the MBA. To date, the series has sold almost 1.5 million copies.

With the advent of the internet, we made a website, started producing an online magazine, and launched a blog. As the web developed, we expanded our presence to social media like Facebook and Twitter. We also set up a dedicated video streaming site to broadcast the conferences and seminars we hold. In 2013, I even hosted a TV program about the various social, economic and political challenges that Japan is facing.

Media is key to building your brand presence, but it’s also something of a lottery. You can never know for sure which book, article, blog post, video, or TV show is going to make a big impact. That’s why it makes sense to be proactive and use all the media you can to boost your chances of connecting with people.

Be Customer-obsessed

Ultimately, word of mouth is the most effective marketing tool. That is why we wanted to create a community of satisfied customers who would spread the word on our behalf and take care of much of our brand presence for us. We did this by introducing something highly unusual in the educational world: a service guarantee. Our business school promised a full refund to any student who was not satisfied with their course.

When you have a satisfied community of voluntary brand ambassadors—I call them fans—ready to share a unique and aspirational message across multiple platforms, your brand is in a very good place indeed.

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