５．A Brand Is Communicated Through Experience, Not Just Products
In brand building, creating good products alone is not enough.
Every moment customers come into contact with the brand — exhibitions, stores, displays, SNS, visual presentation, customer service, and spatial design — becomes part of the brand experience.
In the Japanese expansion of Devon & Drew, we focused not simply on “selling products,” but on allowing customers to experience the brand’s worldview.
For example, at exhibitions, we did not merely display products. We invested significant effort into creating the atmosphere of a lifestyle brand through large visual displays, video presentations, brand logos, and spatial design.
When selecting retail locations, we also prioritized quality over quantity. Rather than increasing the number of stores, we carefully selected salons and shops that matched the brand image.
Expanding into areas such as Aoyama and Nogizaka was based on the belief that “where the brand is sold” is itself part of the brand value.
In addition, collaborations with companies such as Mercedes-Benz and exposure through fashion media like L’OFFICIEL were not simply promotional activities. They were important elements in building the brand context and identity.
Today, anyone can sell products through SNS and e-commerce platforms.
However, this also means that it has become increasingly difficult to differentiate products based only on function or price.
That is why I believe the future of branding will depend more and more on:
- the worldview a brand creates,
- the atmosphere it communicates,
- and the meaning it represents in the market.
A brand is not simply a product name.
It is the ability to establish a unique presence and meaning within the market.
