A Taste of Japan

Brandweek,  August 7, 2000  by Jeff Green

Tags: brand, Branding, Ford Motor Co., MARKETING, Mazda Motor Corp.

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Looking to forge alstronger identity and distance itself from rivals Toyota and Honda, Mazda is investigating a strategy shift that will put a greater emphasis on the automaker's Japanese roots. The directive, from the top marketer at parent Ford, could signal a shift in the company's approach to advertising.

While it wasn't too long ago that emphasizing a car's Japanese roots was a highly unpopular concept, the globalization of the auto industry and the new economy have softened some of the ultra-nationalist edges in the U.S.

"I think Mazda needs to use its Japanese heritage as part of its identity," Jim Schroer, Ford's global marketing vice president told Brandweek.

That's led top Mazda execs to hang out in trendy Japanese hot spots, talk to savvy Asian teens and generally try to understand key elements of Japanese culture and how it might apply to a branding message.

"Japaneseness," just might be a good differentiator for Mazda if it can find believable ways to work it into the marketing mix. Similarly, some execs suggest Ford's Jaguar and Land Rover should better leverage their Britishness, while Volvo should offer hints of its Scandinavian roots.

Schroer, who drives a Windstar minivan and often wanders anonymously through retailers asking questions, or eavesdrops on other diners at McDonald's to pick up trends, said the Japanese field trips already have given his company new ideas.

"Unlike strategies by some other Japanese imports, we think we might be able to be more Japanese," said Tim Blett, automotive president at Mazda agency Doner, Southfield, Mich. "We're always looking to add value to the brand. This is an exploration to find out about differentiation."

That doesn't mean Japanese Kanji characters will start showing up in print ads or that Japanese music will replace the uplifting tunes in its well-received "Zoom Zoom Zoom" spots. Whatever is adopted will have to fit with the overall image. "For me, it's all about relevance and differentiation. It's one of the many things under consideration to strengthen the brand," Blett said.

Edwin Manguni understands why Mazda is exploring its Japanese roots. The Asian-American director of sales and marketing at Turbonetics, in Moorpark, Calif., helps sell performance parts to the growing cadre of people who alter subcompacts and race them.

The so-called "tuner" culture has a heavily Asian influence, even as it spreads away from Asian kids in southern California into the Midwest. While Ford, DaimlerChrysler and General Motors are trying to popularize their vehicles among this crowd, it remains dominated by Honda Civics. Some fans even add Japanese taillights or grills to stand apart, Manguni said.

Many brand analysts agree that such explorations are necessary to carve an identity and rise above the clutter as auto companies consolidate and once independents join conglomerates.

"There is no question, that part of the equity of Saab is its country of origin," said David Aaker, principle at Prophet Brand Strategy and author of brand management titles. "With Mazda it's not as obvious as Saab because they have some baggage. But it really is an interesting thing for Mazda to study."

"I can see being Japanese might bring a lot to the table," added Randall Scott, vp at brand identity firm Addison Whitney. "One of the most important things that they do with Mazda is give it a strong position. Otherwise there is a danger they can dilute it with Ford."

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