BRAND GROWTH PARTNER

A brand loved around the world won’t automatically win in Japan.

A brand loved around the world won’t automatically win in Japan.

We reframe your brand into the reasons Japanese customers buy — hands-on, not from a deck.

Let’s start with a conversation

Do any of these sound familiar?

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You’re not sure who to turn to.

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Left to a local agency, the brand’s world fell apart.

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Agencies pitch, but you can’t have a real discussion in English.

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You’re looking for a brand expert who can act as a local COO.

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Not big enough for a full-time hire — but you need more than an adviser.

Japan reads context, not just words.

The world’s most high-context market — where much goes unsaid.

YOUR MARKETS
—Low-context

Meaning is stated explicitly. Clear, logical, spelled-out messaging wins.

→

JAPAN
— High-context

Much is unspoken — read from context, nuance, and the space between words.

Anyone can translate. We reframe.

Anyone can translate. We reframe.

Anyone can translate. We reframe.

Into what Japanese customers actually buy.

From listening first to executing on the ground — together.

From listening first to executing on the ground — together.

From listening first to executing on the ground — together.

1

Listen first, together

Map your brand’s goals and assets with you.

2

Gather insight on the ground

Gather insight on the ground

The real voice of Japanese consumers, not desk research.

3

Reframe the context

Reframe the context

Reframe the home-market world for Japan.

4

Build the strategy

Design the concept, channels, and experience.

5

Execute alongside you

Execute alongside you

Align HQ, agencies, and in-house teams, hands-on.

World-class brand management, practiced across six arenas.

World-class brand management, practiced across six arenas.

Trained on P&G’s global standard of brand management, proven in Japan as a board-level director.

1

4 yrs — P&G — Assistant Brand Manager, Clearasil & Muse.

2

7 yrs — J. Walter Thompson (JWT) — Strategic Planner for global accounts including De Beers, Listerine, Shell, Yamaha Motor, Imperial Hotel.

3

4 yrs — Guerlain (LVMH) — Marketing Director, Japan-market.

4

11 yrs (parallel) — Founder → Exit — Built and ran a consumer business 11 years, exited on sale. Interim Marketing Director for Coca-Cola Japan, Warner Bros., L’Oréal.

5

11 yrs — De Beers Forevermark — Brand Director (Board Member), No.2 globally.

＋

Now — Brand Growth Partner — Clients: childcare operator, concierge firm, overseas jewelry brand, pet-bed maker.

Growth driven by “Reframing” and hands-on “Execution.”

GUERLAIN (LVMH)

GUERLAIN (LVMH)

3× sales

3× sales

+30% buyers in their 20s–30%.

+30% buyers in their 20s–30%.

DE BEERS

DE BEERS

New category

New category

“Bond” concept, a hit in 6 markets.

“Bond” concept, a hit in 6 markets.

FOUNDER BUSINESS

FOUNDER BUSINESS

Profitable in month 1

11 years without a loss, then sold.

11 years without a loss, then sold.

CHILDCARE OPERATOR

CHILDCARE OPERATOR

40%-margin business

40%-margin business

80% of enrolled 3-year-olds joined.

80% of enrolled 3-year-olds joined.

Japan is famously singular — reading its culture and capturing the real insight is what makes a strategy resonate. I don’t hand over answers; I find them with you, all the way to execution.

Japan is famously singular — reading its culture and capturing the real insight is what makes a strategy resonate. I don’t hand over answers; I find them with you, all the way to execution.

Japan is famously singular — reading its culture and capturing the real insight is what makes a strategy resonate. I don’t hand over answers; I find them with you, all the way to execution.

— Natsu Murakami, Founder, Serendip / Brand Growth Partner

— Natsu Murakami, Founder, Serendip / Brand Growth Partner

— Natsu Murakami, Founder, Serendip / Brand Growth Partner

Concretely, here’s how I walk alongside you.

Concretely, here’s how I walk alongside you.

Concretely, here’s how I walk alongside you.

Core

Core
(the Japan partnership)

Ongoing reporting on Japanese-market insight

Briefing & debating Japan’s market and consumers

Turning your HQ brand strategy into a Japan strategy

Directing agencies and in-house teams

Backing you up in partner negotiations

As needed

As needed (beyond)

As needed (beyond)

As needed (beyond)

Management (vision, strategy, new business)

Org & talent (hiring, development, evaluation)

Sales & marketing (strategy, metrics)

Product development (concept)

Branding (corporate, service, product)

Consultation

Let’s start with a conversation.

Let’s start with a conversation.

For brand leaders serious about Japan — I’ll propose a plan in a 60–90 minute session.