First saw this in the MXCL blog.
This sparks a lot of thoughts.
1. Tokyo really has no competition at all in terms of modernity. No surprise there, but the sheer distance by which they are ahead of the rest of the world never ceases to amaze me. As Tom Kelley mentions in the 10 faces of innovation, everyone (especially anyone working in any creative field) really needs to go to Tokyo once a year just for inspiration.
2. There is so much to do in the field of guerilla marketing/ambient branding/massive branding, it’s extremely exciting. In New York, I remember HBO taking over the subway cars on the H line for a while, in a mega marketing move, making them into western saloons for the launch of Deadwood season 2, it was very effective. It really doesn’t have to be massive to be effective, the IWC ad on this page for example (http://www.hemmy.net/2006/10/15/creative-advertisements-around-the-world/), which I also saw on the MCXL blog, is of course even more effective.
3. It’s all about experience. Experience can (and should) be in the retail stores, but increasingly the branded experience can be anywhere. Being in the IKEA catalog, as one of the ads show, is a great experience (would have been even more powerful Fight Club style of course).
4. I like smaller versions of experience branding. Such as branded benefits. For example: Google providing free wifi in Bryant Park – perfect branding. Also, branding the coffee cup holders – simple, cheap, basic, but it works! The brand is associated to something helpful.