Consuming Japan
Selling Creative
In the Aoyama Design Kaigi section of the September 2006 issue of BRAIN, graphic designer Kitagawa issay, copywriter Maeda Tomomi, and product designer Sumikawa Shinichi discuss the proposition that creative (words, designs and images produced by creative imagination) should be seen as corporate assets. They begin with an issue much how the minds of people like themselves who rely on their creativity for their livelihoods: How do people on the corporate side see their ideas.
KITAGAWA. Creative has become a corporate asset. But there are other corporate assets as well. Technology, for example, taste, for example, communication ability: all are examples of assets whose value is, like that of creative, hard to quantify.
I fear that the heirs of those who founded corporations after WWII are not taking proper care of the invisible assets that the founders created.
SUMIKAWA. I work in product design. The example I have brought with me today is a shoehorn. Itfs priced at 7,000 yen but recently has sold very well. When I noticed that previous shoehorns were made of celluloid and stuffed away in shoe closets, I was inspired to make a beautiful shoehorn. I said to myself, gLetfs make the worldfs most beautiful shoehorn.h But I had the idea seven years ago, and it took me five or six years to bring it to fruition.
Itfs very hard for corporations to accept an idea like that, which takes so long to realize. And when we outsiders bring ideas to corporations, it takes them a very long time to understand and accept them. To succeed we have to grit our teeth and have confidence in the ideas wefve come up with.
The problem is that when an individual designer brings ideas to a corporation, getting them through to an OK takes an immense amount of time. Or, perhaps Ifm just not very persuasive (laughs). I kept hearing people say that gA shoehorn priced close to 10,000 yen will never sell.h I was young and lacked both experience and confidence. There are so many great young designers around, attitudes like that are a real waste. Corporations need to cultivate an eye for new ideas.
MAEDA. The newspaper ads for Takarajimasha in which I have been involved are a good example. Wefve been working together for 11 years [during which these ads have, by the way, one several prizes]. It might seem odd that a publishing company that owns its own media would spend money on expensive newspaper ads. But this is a strange company, and they donft find it odd at all.
Once, there were two years in which they stopped producing these ads. As a result, their scores in corporate image surveys declined. gSo, those ads werenft a waste, after allh they say.
The problem is that things we used to take for granted arenft persuasive anymore. If all we can offer is 20th century-type talk about efficiency, the clients wonft see the need. Some are even asking, what is this talk about efficiency? It is easy if we explain and they buy it, but the era when that was enough is past.
29 People Have Commented:
Great article. I don’t understand how the corporate market continues to allow a time lag on innovative ideas. I still wonder how long it would take for a “Made In China” product to jump from individual designer to corporate production?
Posted by bretstone on 03/13 at 01:07 PMChina is really getting progressed day by day i saw more then half products on which I’ve seen written “made in china”
Posted by link building on 09/13 at 01:01 PMThese guys really got guts! and they rise suddenly so much in the international market.
Posted by seo services on 09/13 at 01:43 PMI have read your story with interest. I too am in a situation I never thought I would find myself in. We never consummated our marriage two years ago (does that mean we arenft married??)and have never had sex since. I was 38 when I met my future husband. I gave up a good job and moved countries in order to be with him. All was great for the first three years although thinking back he did have ED issues but I didnft really think it was all that serious at the time (as you do!). We wanted a baby and visited the doctor and were told when to make love on what days etc that was when the rot set in. home insurance
Posted by web design on 12/10 at 04:32 AMSome are too busy in life to get married. Others doesnft mens watches want commitments. Some just feel like being alone will do better for them. There are many reasons for this. As long as youfre happy in life go for it. What makes you happy is what important.
Posted by travel insurance on 12/10 at 04:34 AMthis is actual nice one and gives in abyss information. acknowledgment for this nice article.
accident insurance claimPosted by (JavaScript must be enabled to view this email address) on 07/10 at 05:00 PMNo doubt china is progressing this is because of they work practically which gives them a better idea.
Posted by IT Training on 07/27 at 08:08 AMvery acceptable credibility you accept mentioned for a website to create.
escortes montrealPosted by (JavaScript must be enabled to view this email address) on 08/25 at 06:12 AMAccording to me creative thing sell more and more compare to other thing. All the three guys have a nice guts.. No doubt china is progressing this is because of they work practically which gives them a better idea.
Posted by certified life coach on 08/27 at 06:12 AMThanks for the brand.
stubbie holdersPosted by (JavaScript must be enabled to view this email address) on 09/13 at 06:47 PMSome are even asking, what is this talk about efficiency? It is easy if we expgucci handbags
gucci sets,gucci jewelry for women,gucci jewelry for men on salelain andPosted by evening dresses on 09/27 at 02:01 AMThank you for administering some nice admonition acceptance a lot.
montreal escort agencyPosted by Wedding Invitations on 11/03 at 05:02 PMYou gave abounding believability here.
montreal escortsPosted by (JavaScript must be enabled to view this email address) on 11/03 at 05:58 PMThanks al ot for sharing this post, I found it really interesting and helpful.
Posted by wall art on 04/05 at 01:54 PMIn every country, there will consistently be botheration and risks.Even if you alive in a superpower country, the bread-and-butter crisis is article that can’t be avoided.
Posted by Montreal independent escorts on 04/22 at 07:28 AMVery nice article, thanks for sharing it here.
Posted by canvas art on 04/26 at 01:55 PMNice article guys thanks for sharing
Posted by Canvas Prints on 05/05 at 01:06 PM-
Posted by Chanel Bags on 05/10 at 09:08 AM
-
Posted by Chanel Outlet on 05/10 at 09:09 AM
-
Posted by Vibram Five Fingers on 05/10 at 09:10 AM
-
Posted by Christian Louboutin Shoes on 05/10 at 09:10 AM
-
Posted by Air Jordan on 05/10 at 09:11 AM
-
Posted by ken griffey jr shoes on 05/10 at 09:12 AM
Itfs hard to find knowledgeable people on this topic, but you sound like you know what youfre talking about! Thanks
Posted by Kate The Stubby Coolers Wedding Guide on 07/29 at 02:27 AMGreat article and fantastic information.
I’d like to hear more about what you do.
Posted by Ted on 08/11 at 06:48 AM