{"id":1166,"date":"2026-01-21T03:00:00","date_gmt":"2026-01-20T18:00:00","guid":{"rendered":"https:\/\/team-y5.com\/fukugyo-sensei\/?p=1166"},"modified":"2026-03-08T20:53:17","modified_gmt":"2026-03-08T11:53:17","slug":"marketing-brand-storytelling","status":"publish","type":"post","link":"https:\/\/team-y5.com\/fukugyo-sensei\/marketing-brand-storytelling\/","title":{"rendered":"\u3010\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u624b\u6cd5 No.15\u3011\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u30c6\u30ea\u30f3\u30b0\u2500\u2500\u7269\u8a9e\u3067\u4fa1\u683c\u7af6\u4e89\u304b\u3089\u629c\u3051\u51fa\u3059\u6700\u5f37\u306e\u30d6\u30e9\u30f3\u30c9\u6226\u7565"},"content":{"rendered":"
\n
MARKETING METHODS \u2500\u2500 \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u624b\u6cd5 \u2500\u2500 No.15<\/span><\/p>\n

\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u30c6\u30ea\u30f3\u30b0<\/h1>\n

\u300c\u7269\u8a9e\u306e\u529b\u300d\u3067\u30d6\u30e9\u30f3\u30c9\u3078\u306e\u5171\u611f\u3068\u4fe1\u983c\u3092\u751f\u307f\u51fa\u3057\u3001\u4fa1\u683c\u7af6\u4e89\u304b\u3089\u629c\u3051\u51fa\u3059\u6226\u7565\u624b\u6cd5\u3002<\/p>\n

\u30d6\u30e9\u30f3\u30c9\u6226\u7565<\/span>
\n\u30b3\u30f3\u30c6\u30f3\u30c4\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0<\/span>
\n\u611f\u60c5\u8a34\u6c42<\/span><\/div>\n<\/div>\n\n\n\n
\u96e3\u6613\u5ea6<\/span>\u2605\u2605\u2605\u2606\u2606<\/span><\/td>\n\u52b9\u679c\u306e\u901f\u3055<\/span>\u4e2d\u9577\u671f\u578b<\/span><\/td>\n\u30b3\u30b9\u30c8<\/span>\u4f4e\u301c\u4e2d<\/span><\/td>\n\u526f\u696d\u9069\u5408\u5ea6<\/span>\u2605\u2605\u2605\u2605\u2605<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\ud83d\udccc<\/span>
\n\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u30c6\u30ea\u30f3\u30b0 \u3068\u306f\u4f55\u304b<\/span><\/div>\n

\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u30c6\u30ea\u30f3\u30b0\u3068\u306f\u3001\u4f01\u696d\u3084\u500b\u4eba\u304c\u6301\u3064\u300c\u306a\u305c\u305d\u306e\u30d3\u30b8\u30cd\u30b9\u3092\u59cb\u3081\u305f\u306e\u304b\u300d\u300c\u3069\u3093\u306a\u60f3\u3044\u3067\u5c4a\u3051\u3066\u3044\u308b\u306e\u304b\u300d\u3068\u3044\u3046\u7269\u8a9e\u3092\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u6838\u5fc3\u306b\u636e\u3048\u308b\u624b\u6cd5\u3060\u3002
\n\u5358\u306b\u5546\u54c1\u306e\u6a5f\u80fd\u3084\u4fa1\u683c\u3092\u8a34\u3048\u308b\u306e\u3067\u306f\u306a\u304f\u3001\u30b9\u30c8\u30fc\u30ea\u30fc\u3092\u901a\u3058\u3066\u9867\u5ba2\u306e\u611f\u60c5\u306b\u8a34\u3048\u304b\u3051\u3001\u30d6\u30e9\u30f3\u30c9\u3078\u306e\u5171\u611f\u30fb\u611b\u7740\u30fb\u4fe1\u983c\u3092\u80b2\u3066\u308b\u3002<\/p>\n

\u4eba\u9593\u306e\u8133\u306f\u3001\u30c7\u30fc\u30bf\u3088\u308a\u3082\u7269\u8a9e\u309222\u500d\u8a18\u61b6\u3057\u3084\u3059\u3044\u3068\u3044\u3046\u7814\u7a76\uff08\u30b9\u30bf\u30f3\u30d5\u30a9\u30fc\u30c9\u5927\u5b66\u30fbChip Heath\uff09\u304c\u3042\u308b\u3002
\n\u300c\u826f\u3044\u5546\u54c1\u3067\u3059\u300d\u3068\u3044\u3046\u8aac\u660e\u3088\u308a\u3001\u300c\u3053\u3093\u306a\u5931\u6557\u3092\u3057\u305f\u304b\u3089\u3053\u305d\u3001\u3053\u306e\u5546\u54c1\u3092\u4f5c\u3063\u305f\u300d\u3068\u3044\u3046\u7269\u8a9e\u306e\u307b\u3046\u304c\u3001\u5727\u5012\u7684\u306b\u5fc3\u306b\u523a\u3055\u308b\u3002<\/p>\n

\u526f\u696d\u30fb\u500b\u4eba\u30d3\u30b8\u30cd\u30b9\u306b\u3068\u3063\u3066\u3001\u3053\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u306f\u7279\u306b\u5f37\u529b\u3060\u3002
\n\u5927\u4f01\u696d\u306e\u3088\u3046\u306b\u5e83\u544a\u8cbb\u3092\u304b\u3051\u3089\u308c\u306a\u304f\u3066\u3082\u3001\u300c\u3042\u306a\u305f\u81ea\u8eab\u306e\u30b9\u30c8\u30fc\u30ea\u30fc\u300d\u306f\u552f\u4e00\u7121\u4e8c\u306e\u8cc7\u7523\u306b\u306a\u308b\u3002
\n\u4fa1\u683c\u7af6\u4e89\u306b\u5dfb\u304d\u8fbc\u307e\u308c\u305a\u3001\u300c\u3053\u306e\u4eba\u304b\u3089\u8cb7\u3044\u305f\u3044\u300d\u3068\u3044\u3046\u6307\u540d\u8cb7\u3044\u3092\u751f\u307f\u51fa\u3059\u529b\u3092\u6301\u3063\u3066\u3044\u308b\u3002<\/p>\n

\ud83d\uddc2\ufe0f<\/span>
\n\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u306e4\u3064\u306e\u69cb\u6210\u8981\u7d20<\/span><\/div>\n
FRAMEWORK<\/span><\/p>\n\n\n\n\n
\u2460 WHY\uff08\u306a\u305c\uff09<\/span>\u30d3\u30b8\u30cd\u30b9\u3092\u59cb\u3081\u305f\u539f\u70b9\u30fb\u52d5\u6a5f\u30fb\u8ab2\u984c\u610f\u8b58\u3002\u300c\u30b5\u30a4\u30e2\u30f3\u30fb\u30b7\u30cd\u30c3\u30af\u306e\u30b4\u30fc\u30eb\u30c7\u30f3\u30b5\u30fc\u30af\u30eb\u300d\u3067\u3082\u6700\u91cd\u8981\u3068\u3055\u308c\u308b\u51fa\u767a\u70b9\u3002\u611f\u60c5\u79fb\u5165\u306e\u5165\u53e3\u306b\u306a\u308b\u3002<\/span><\/td>\n\u2461 CONFLICT\uff08\u845b\u85e4\uff09<\/span>\u56f0\u96e3\u30fb\u5931\u6557\u30fb\u58c1\u3002\u7269\u8a9e\u306b\u300c\u5c71\u5834\u300d\u304c\u306a\u3044\u3068\u30c9\u30e9\u30de\u306b\u306a\u3089\u306a\u3044\u3002\u8aad\u8005\u306f\u4e3b\u4eba\u516c\u306e\u82e6\u60a9\u306b\u81ea\u5206\u3092\u91cd\u306d\u3066\u5171\u611f\u3059\u308b\u3002<\/span><\/td>\n<\/tr>\n
\u2462 TRANSFORMATION\uff08\u5909\u5bb9\uff09<\/span>\u845b\u85e4\u3092\u4e57\u308a\u8d8a\u3048\u3066\u5f97\u305f\u6c17\u3065\u304d\u30fb\u5909\u5316\u30fb\u6210\u9577\u3002\u3053\u3053\u304c\u300c\u30d6\u30e9\u30f3\u30c9\u306e\u4fa1\u5024\u89b3\u300d\u305d\u306e\u3082\u306e\u306b\u306a\u308b\u3002\u9867\u5ba2\u306f\u5909\u5bb9\u5f8c\u306e\u4e16\u754c\u89b3\u306b\u61a7\u308c\u3001\u8cfc\u5165\u3092\u901a\u3058\u3066\u305d\u306e\u4e00\u90e8\u306b\u306a\u308d\u3046\u3068\u3059\u308b\u3002<\/span><\/td>\n\u2463 MISSION\uff08\u4f7f\u547d\uff09<\/span>\u3053\u308c\u304b\u3089\u4f55\u3092\u5b9f\u73fe\u3057\u305f\u3044\u306e\u304b\u3002\u9867\u5ba2\u3082\u542b\u3081\u305f\u300c\u3088\u308a\u826f\u3044\u672a\u6765\u300d\u306e\u5ba3\u8a00\u3002\u30b9\u30c8\u30fc\u30ea\u30fc\u306b\u4e00\u8cab\u6027\u3068\u65b9\u5411\u6027\u3092\u4e0e\u3048\u3001\u30d5\u30a1\u30f3\u3092\u5dfb\u304d\u8fbc\u3080\u529b\u306b\u306a\u308b\u3002<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
\u2699\ufe0f<\/span>
\n\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u3092\u4f5c\u308b4\u30b9\u30c6\u30c3\u30d7<\/span><\/div>\n
\n
1<\/div>\n
\u300c\u539f\u70b9\u300d\u3092\u68da\u5378\u3057\u3059\u308b<\/span>
\n\u306a\u305c\u305d\u306e\u30d3\u30b8\u30cd\u30b9\u3092\u59cb\u3081\u305f\u306e\u304b\u3001\u6642\u7cfb\u5217\u3067\u66f8\u304d\u51fa\u3059\u3002\u300c\u304d\u3063\u304b\u3051\u306b\u306a\u3063\u305f\u4f53\u9a13\u300d\u300c\u305d\u306e\u3068\u304d\u611f\u3058\u305f\u611f\u60c5\u300d\u3092\u5177\u4f53\u7684\u306b\u8a00\u8a9e\u5316\u3059\u308b\u3002\u526f\u696d\u306a\u3089\u300c\u672c\u696d\u306e\u508d\u3089\u3067\u306a\u305c\u3053\u308c\u3092\u3084\u308b\u306e\u304b\u300d\u3068\u3044\u3046\u554f\u3044\u304c\u523a\u3055\u308b\u3002\u7f8e\u5316\u305b\u305a\u3001\u7b49\u8eab\u5927\u306e\u8a00\u8449\u3067\u8a9e\u308b\u3053\u3068\u304c\u5171\u611f\u3092\u751f\u3080\u3002<\/span><\/div>\n<\/div>\n
\n
2<\/div>\n
\u300c\u30bf\u30fc\u30b2\u30c3\u30c8\u8aad\u8005\u300d\u306e\u60a9\u307f\u3068\u30b9\u30c8\u30fc\u30ea\u30fc\u3092\u63a5\u7d9a\u3059\u308b<\/span>
\n\u81ea\u5206\u306e\u539f\u70b9\u3068\u9867\u5ba2\u306e\u60a9\u307f\u3092\u91cd\u306d\u308b\u3002\u300c\u79c1\u306f\u304b\u3064\u3066\u3042\u306a\u305f\u3068\u540c\u3058\u60a9\u307f\u3092\u6301\u3063\u3066\u3044\u305f\u300d\u3068\u3044\u3046\u69cb\u9020\u304c\u6700\u3082\u5171\u611f\u3092\u547c\u3076\u3002\u81ea\u5206\u8a9e\u308a\u3067\u7d42\u308f\u3089\u305a\u3001\u5fc5\u305a\u300c\u3060\u304b\u3089\u3042\u306a\u305f\u306e\u5f79\u306b\u7acb\u3066\u308b\u300d\u3078\u306e\u6a4b\u6e21\u3057\u3092\u3059\u308b\u3002\u30bf\u30fc\u30b2\u30c3\u30c8\u304c\u660e\u78ba\u306a\u307b\u3069\u7269\u8a9e\u306f\u523a\u3055\u308b\u3002<\/span><\/div>\n<\/div>\n
\n
3<\/div>\n
\u30b9\u30c8\u30fc\u30ea\u30fc\u3092\u300c\u5a92\u4f53\u306b\u5408\u308f\u305b\u3066\u300d\u518d\u69cb\u6210\u3059\u308b<\/span>
\nWeb\u30b5\u30a4\u30c8\u306e\u300cAbout\u300d\u30da\u30fc\u30b8\u3001SNS\u30d7\u30ed\u30d5\u30a3\u30fc\u30eb\u3001\u30d6\u30ed\u30b0\u8a18\u4e8b\u3001\u81ea\u5df1\u7d39\u4ecb\u52d5\u753b\u306a\u3069\u3001\u5a92\u4f53\u3054\u3068\u306b\u9577\u3055\u3068\u30d5\u30a9\u30fc\u30de\u30c3\u30c8\u3092\u5909\u3048\u308b\u3002\u6838\u5fc3\u3068\u306a\u308b\u300c\u539f\u70b9\u30fb\u845b\u85e4\u30fb\u4f7f\u547d\u300d\u306f\u5171\u901a\u3055\u305b\u3064\u3064\u3001\u5404\u5a92\u4f53\u306e\u7279\u6027\u306b\u5408\u308f\u305b\u3066\u8868\u73fe\u3092\u6700\u9069\u5316\u3059\u308b\u3002<\/span><\/div>\n<\/div>\n
\n
4<\/div>\n
\u7d99\u7d9a\u7684\u306b\u300c\u9032\u5316\u3059\u308b\u30b9\u30c8\u30fc\u30ea\u30fc\u300d\u3092\u767a\u4fe1\u3059\u308b<\/span>
\n\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u306f\u4e00\u5ea6\u4f5c\u3063\u3066\u7d42\u308f\u308a\u3067\u306f\u306a\u3044\u3002\u65e5\u5e38\u306e\u51fa\u6765\u4e8b\u30fb\u9867\u5ba2\u306e\u58f0\u30fb\u65b0\u305f\u306a\u6c17\u3065\u304d\u3092\u300c\u7d9a\u304d\u306e\u7269\u8a9e\u300d\u3068\u3057\u3066\u767a\u4fe1\u3057\u7d9a\u3051\u308b\u3002SNS\u3067\u306e\u65e5\u3005\u306e\u6295\u7a3f\u3082\u5c0f\u3055\u306a\u30b9\u30c8\u30fc\u30ea\u30fc\u306e\u7a4d\u307f\u91cd\u306d\u3060\u3002\u7d99\u7d9a\u767a\u4fe1\u304c\u30d6\u30e9\u30f3\u30c9\u306e\u539a\u307f\u3068\u4fe1\u983c\u3092\u751f\u3080\u3002<\/span><\/div>\n<\/div>\n
\ud83c\udfe2<\/span>
\n\u4f01\u696d\u4e8b\u4f8b\uff1a\u30b9\u30c8\u30fc\u30ea\u30fc\u3067\u52d5\u304b\u3057\u305f2\u30d6\u30e9\u30f3\u30c9<\/span><\/div>\n
CASE 01 \u2500\u2500 Patagonia\uff08\u30d1\u30bf\u30b4\u30cb\u30a2\uff09<\/span>
\n\u300c\u79c1\u305f\u3061\u306f\u5730\u7403\u3092\u6551\u3046\u305f\u3081\u306b\u30d3\u30b8\u30cd\u30b9\u3092\u3057\u3066\u3044\u308b\u300d\u3068\u3044\u3046\u5ba3\u8a00<\/span>
\n\u30a2\u30a6\u30c8\u30c9\u30a2\u30d6\u30e9\u30f3\u30c9\u306e\u30d1\u30bf\u30b4\u30cb\u30a2\u306f\u3001\u5275\u696d\u8005\u30a4\u30f4\u30a9\u30f3\u30fb\u30b7\u30e5\u30a4\u30ca\u30fc\u30c9\u306e\u300c\u81ea\u7136\u3078\u306e\u611b\u3068\u5371\u6a5f\u611f\u300d\u3092\u30d6\u30e9\u30f3\u30c9\u306e\u6839\u5e79\u306b\u636e\u3048\u305f\u30022022\u5e74\u306b\u306f\u300c\u5730\u7403\u304c\u552f\u4e00\u306e\u682a\u4e3b\u3060\uff08Earth is now our only shareholder\uff09\u300d\u3068\u5ba3\u8a00\u3057\u3001\u4f1a\u793e\u306e\u6240\u6709\u6a29\u3092\u74b0\u5883\u4fdd\u8b77\u56e3\u4f53\u306b\u79fb\u8b72\u3002\u5e83\u544a\u8cbb\u3067\u306f\u306a\u304f\u30b9\u30c8\u30fc\u30ea\u30fc\u3068\u30a2\u30af\u30b7\u30e7\u30f3\u3067\u30d6\u30e9\u30f3\u30c9\u4fa1\u5024\u3092\u8a3c\u660e\u3057\u305f\u3002\u300cDon’t Buy This Jacket\uff08\u3053\u306e\u30b8\u30e3\u30b1\u30c3\u30c8\u3092\u8cb7\u308f\u306a\u3044\u3067\uff09\u300d\u3068\u3044\u3046\u30d6\u30e9\u30c3\u30af\u30d5\u30e9\u30a4\u30c7\u30fc\u306e\u5e83\u544a\u3082\u3001\u6d88\u8cbb\u4e3b\u7fa9\u306b\u9006\u884c\u3059\u308b\u59ff\u52e2\u304c\u7269\u8a9e\u3068\u3057\u3066\u4e16\u754c\u306b\u5e83\u307e\u308a\u3001\u7d50\u679c\u7684\u306b\u58f2\u4e0a\u5897\u306b\u3064\u306a\u304c\u3063\u305f\u3002\u6a5f\u80fd\u8a34\u6c42\u30bc\u30ed\u3067\u4e16\u754c\u7684\u30d6\u30e9\u30f3\u30c9\u306b\u306a\u3063\u305f\u597d\u4f8b\u3060\u3002<\/span><\/div>\n
CASE 02 \u2500\u2500 Airbnb\uff08\u30a8\u30a2\u30d3\u30fc\u30a2\u30f3\u30c9\u30d3\u30fc\uff09<\/span>
\n\u300cBelong Anywhere\uff08\u3069\u3053\u3067\u3082\u3001\u3042\u306a\u305f\u306e\u5c45\u5834\u6240\u304c\u3042\u308b\uff09\u300d\u3067\u5909\u3048\u305f\u65c5\u306e\u6982\u5ff5<\/span>
\nAirbnb\u306f\u300c\u5bbf\u6cca\u65bd\u8a2d\u306e\u30b7\u30a7\u30a2\u30ea\u30f3\u30b0\u30b5\u30fc\u30d3\u30b9\u300d\u3067\u306f\u306a\u304f\u300c\u65c5\u4eba\u3068\u5730\u57df\u306e\u4eba\u3005\u304c\u7e4b\u304c\u308b\u4f53\u9a13\u300d\u3068\u3044\u3046\u7269\u8a9e\u3092\u9078\u3093\u3060\u3002\u5275\u696d\u8005\u305f\u3061\u304c\u5bb6\u8cc3\u306b\u56f0\u308a\u3001\u81ea\u5b85\u306e\u30a8\u30a2\u30de\u30c3\u30c8\u3092\u8cb8\u3057\u305f\u3068\u3044\u3046\u539f\u70b9\u30a8\u30d4\u30bd\u30fc\u30c9\u306f\u3001\u30b5\u30fc\u30d3\u30b9\u306e\u8aac\u660e\u3088\u308a\u4f55\u500d\u3082\u4eba\u306e\u5fc3\u3092\u52d5\u304b\u3059\u3002\u30db\u30b9\u30c8\u3068\u30b2\u30b9\u30c8\u306e\u300c\u5b9f\u969b\u306e\u30b9\u30c8\u30fc\u30ea\u30fc\u300d\u3092\u30b5\u30a4\u30c8\u3084SNS\u3067\u767a\u4fe1\u3057\u7d9a\u3051\u308b\u3053\u3068\u3067\u3001\u30e6\u30fc\u30b6\u30fc\u81ea\u8eab\u304c\u7269\u8a9e\u306e\u8a9e\u308a\u624b\u306b\u306a\u308b\u4ed5\u7d44\u307f\u3092\u4f5c\u3063\u305f\u30022024\u5e74\u73fe\u5728\u3001\u4e16\u754c220\u4ee5\u4e0a\u306e\u56fd\u3068\u5730\u57df\u3067\u30b5\u30fc\u30d3\u30b9\u3092\u5c55\u958b\u3059\u308b\u307e\u3067\u306b\u6210\u9577\u3057\u305f\u80cc\u666f\u306b\u306f\u3001\u3053\u306e\u4e00\u8cab\u3057\u305f\u30b9\u30c8\u30fc\u30ea\u30fc\u6226\u7565\u304c\u3042\u308b\u3002<\/span><\/div>\n
\ud83c\udfaf<\/span>
\n\u526f\u696d\u30fb\u500b\u4eba\u30d3\u30b8\u30cd\u30b9\u3078\u306e\u6d3b\u7528\u6cd5<\/span><\/div>\n

\u526f\u696d\u30fb\u30d5\u30ea\u30fc\u30e9\u30f3\u30b9\u306b\u3068\u3063\u3066\u3001\u30d6\u30e9\u30f3\u30c9\u30b9\u30c8\u30fc\u30ea\u30fc\u30c6\u30ea\u30f3\u30b0\u306f\u6700\u3082\u30b3\u30b9\u30c8\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u306e\u9ad8\u3044\u6b66\u5668\u3060\u3002
\n\u8cc7\u672c\u3082\u30c1\u30fc\u30e0\u3082\u4e0d\u8981\u3002\u300c\u3042\u306a\u305f\u81ea\u8eab\u306e\u7d4c\u9a13\u3068\u8a00\u8449\u300d\u3060\u3051\u3067\u5b9f\u88c5\u3067\u304d\u308b\u3002
\n\u5927\u5207\u306a\u306e\u306f\u300c\u5b8c\u74a7\u306a\u6210\u529f\u8ac7\u300d\u3067\u306f\u306a\u304f\u300c\u30ea\u30a2\u30eb\u306a\u5909\u5316\u306e\u30d7\u30ed\u30bb\u30b9\u300d\u3092\u8a9e\u308b\u3053\u3068\u3002
\n\u5931\u6557\u30fb\u8ff7\u3044\u30fb\u8ee2\u63db\u70b9\u3092\u96a0\u3055\u305a\u8a9e\u308b\u4eba\u307b\u3069\u3001\u8aad\u8005\u304b\u3089\u306e\u4fe1\u983c\u3092\u7372\u5f97\u3057\u3084\u3059\u3044\u3002<\/p>\n

\u25b7 \u4eca\u65e5\u304b\u3089\u4f7f\u3048\u308b\u5b9f\u88c5\u4f8b<\/span><\/p>\n