Understanding how brands operate in Japan  

Creative from the Coca-Cola campaign for the Tokyo 2020 Olympics.As a marketer moving to the Japanese market, it’s fair to say there is a lot to learn. From shifting consumer tastes to the role of brands and the overwhelming desire for quality, it can prove a bit of a culture shock.
Coca-Cola vice-president of Olympics assets and experiential marketing for Tokyo 2020, James Williams, moved to Japan from Brazil two-and-a-half years ago having served as director of marketing and sponsorship