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※This article is also available as a podcast on Spotify , Apple Podcasts , Google Podcast , Amazon Music and Anchor ) (Japanese ONLY).

What do you think of when you hear the word “brand”? Apple? Tesla? Louis Vuitton? etc.?

I like Starbucks. Starbucks is, without a doubt, one of the most excellent companies in the world. The coffee is delicious, the space itself is sophisticated, the people who work there are positive and sparkling, and I feel energized every time I go to Starbucks. And this is not just in Japan, you can have the same experience in Singapore, India, and Thailand.

When asked, “What do you think of a great coffee chain?” Many people would probably answer “Starbucks.” In marketing terms, this is called Top of Mind Awareness. In every company all over the world, it is essential to gain top-of-mind awareness.

In our industry, there are no brands that have this top-of-mind awareness. “What is the best pet food?” “What is the best veterinary hospital?” The best pet company?” Many of us can’t think of any names when we see these questions. Not only do they have no top-of-mind awareness, but they also have no evoked set (the set of brands that come to mind when considering a purchase).

We want to be the most innovative pet company, not just a technology-focused innovative company, but the company that thoughtfully considers the happiness of pet owners and their pets and understands and cares about pets more than any other company in the world.

We will do our best so that many people will answer “A’alda” when asked “What is your favorite pet company?