B2H Brand Strategy for Global Market Distribution

Area: Global Brand Board Game Distribution
Sector: Retail
Type: Cross-Cultural Brand Strategy and Implementation of B2H Across B2B and B2C
Market: Japan, specialising in UK and European brands

Context:
Brand strategy for a specialist retailer brand in Japan, developed to build credibility across B2B relationships with European brand partners and B2C relationships within the Japanese market, and to establish sustainable relationships on both sides.
R-enterprise specialises in UK and European board games and craft kits, sold through its own e-commerce shop, together with Amazon and Rakuten.

Approach:
The strategy centred on a Business-to-Human (B2H) approach to build trust between Japan and its UK and European brand partners as well as customers; this was built to read as credible and familiar to Japanese customers. Negotiations, trade discussions, and cultural exchanges were supported directly. Media assets for marketing content management were also applied and carried out.

Outcome:
A core brand identity was built around the client’s vision statement, a circle of connection created through play, bringing together wonder, laughter and shared enjoyment, and was applied to tangible communication styles across its website and online marketplaces, shops, social media, trade fair booth branding, and the packaging.
Recognition among UK and European brand partners has grown, and products were also featured on TV, keeping ongoing credibility and reliable relationships.