Mr. Ueyama discusses how the concept of branding has been changing as well as different strategies for achieving brand recognition. He also explains how these strategies have changed through the times and the challenges currently being faced.
Mr. Shuichiro Ueyama, currently a consultant who led the successful release of the Sony Walkman in the company’s advertising division, expresses his views on what it takes to be a global leader during the recent waves of globalization.
Mr. Shuichiro Ueyama worked for Sony’s advertising division when the Walkman was created and became a success and even today works directly with internationally well-known executives. While at Sony, he witnessed and supported global success of the Walkman. Mr. Ueyama discusses his experience in building a strategy to make the Walkman successful, and the innovative spirit and original lifestyle of the Sony founder, the late Akio Morita.
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