SYL+JAS: The go-to boutique design / communications agency with a crypto-edge

(This article has been syndicated from BBA Market Perspectives) All across the world and in many industries, there has been consolidation that has taken place over the last decade, with big players swallowing up smaller ones until they have become bloated, and own the lion’s share of the market. In luxury fashion, we have LVMH (LV, Dior, Tiffany, etc) and Kering Group (Saint Laurent, Gucci,…

I know I’m just a white guy (Aussie) who’s been to Japan a few times, but I have to say that 7/11 feels like a genuine part of the daily life and everyman culture there.  It’s on this level that I get that the brand can do this sort of branded content - they are playing into everyday Japanese life and therefore life stories.

Even still, there’s no denying that these are thinly veiled ads. You are meant to feel affinity for 7/11, making them the choice over Lawsons or Family Mart. Why? Because, again, they are part of life and the best life stories…right? 

When brands insinuate themselves into consumers’ lives on this level, it’s always murky. They are trying to be a ‘lovemark’, something so intrinsic to who you are that you define yourself by utilising their products/services. But who really has that level of attachment to a store?

I KNOW WHAT I AM