Brand marketing will be at the centre in the coming years ahead. Brands seek more and more to nurture emotional connections with customers. This sign will be more robust.

In Japan, we see it as the shift to more authenticity and relatability, which will be the key. Influencer campaigns will take it. Brands will go to more influencers who are relevant to brand messages. At the same time, the brands try to maintain a sense of trust and add to the influencer’s personality to narrate brand stories.

What’s your plan? How do you relate it to your brand messages? Do you hold it consistent? What’s the truth to your brand? What nurtures trust among customers?

Krayon, Inc. works with more than 1,000 influencers in Japan of different ages, genders, and genres. For any influencer campaign in Japan, contact us.