An executive interview with Mio Shimamura, CEO of Premium Japan, will appear on Executive of a company with a unique brand story. Through the products and services they create, as well as their corporate philosophy, we will unravel the essence of the ``Japanese sensibilities'' and ``Japanese aesthetic sense'' that their brands express. This time, for the first time in the world^■We spoke to Tomohiro Yamamoto, president and CEO of VAIO, who has just announced VAIO Z, a mobile PC with a full carbon body that has been successfully mass-produced.

*By using three-dimensionally molded carbon continuous fiber material on all surfaces that make up the notebook PC case. According to Stella Associe research as of January 2021, 1.

Brand and design are important management resources for VAIO

VAIO was born as a Sony PC brand, and was separated from Sony and became independent in 2014. Seven years have passed since VAIO Corporation, a company that constantly produces innovative products that combine design and technology, has been established.

"VAIO currently has five bases in Azumino, Nagano Prefecture, where its head office is located, as well as in Tokyo, Osaka, Nagoya, and Fukuoka. Azumino has long been a production base since the days of Sony. It has inherited a history and legacy of accumulating advanced technology. However, in addition to the PC business for individuals and corporations, we are currently involved in the EMS (Electronics Manufacturing service) business, including the design and manufacture of communication robots according to client requests, such as Toyota Motor Corporation's ``KIROBO mini,'' and industrial drones. I am working on

So says Tomohiro Yamamoto, who joined VAIO as an outside director in 2015. He was appointed VAIO's fourth representative director in 2019, and his first task was to re-strengthen the company's branding.

"For VAIO, technology, of course, but also the brand and design are important management resources. The brand is a kind of 'promise' with customers and other people who interact with VAIO. Customers place their expectations on the brand, and we I think it represents a company's promise to fulfill its responsibilities.If we can't clearly put it into words, it will become increasingly vague, and what VAIO has inherited so far and what we should leave behind in the future. I felt that if I messed up, I could lose the legacy that has been built since the birth of VAIO."

We have established the ``Brand & Design Strategy Group,'' a department directly under management that is responsible for everything from brand strategy formulation to execution. All departments were involved in cross-disciplinary discussions about what kind of brand VAIO is, and what is and is not VAIO.

"For example, if VAIO is compared to a car manufacturer, people who look at technology will say it's BMW, and if it's a Japanese company that is particular about design and technology, some people will say it's Mazda. VAIO By looking at each other's perspectives, we were able to understand each other's positions and ways of thinking, and it gradually became clearer what the future we were aiming for together, which was very effective in building the VAIO brand image. think"

At the same time, Mr. Yamamoto worked to instill the concept of creative direction, which expresses the brand, throughout the company. "Creativity is not just something that belongs to departments such as product planning or advertising. We believe that creativity is something that can be incorporated into all corporate activities, from the beginning to the end of manufacturing."

We wanted to create a unique VAIO style not only in product planning but also in the way everyone involved had a common understanding, from how products were made, how they were sold, and even after-sales service.

Manufacturing “upstream design” that reflects the voices of all departments in planning

What helped this process was ``upstream design,'' which is a characteristic of VAIO's manufacturing.

"'Upstream design' is VAIO's unique process that reflects the voices of all departments, from design and manufacturing to quality assurance and customer service, at the initial product planning stage.Currently, we are further calling it 'upstream strategy.' So, we expand beyond manufacturing to include how sales staff want to appeal to customers, and staff from all stages of the process create products while looking in the same direction.''

Even if you aim for a good design, it may be determined that it is costly or technically difficult at the manufacturing stage, and furthermore, from a quality assurance standpoint, you may not be able to produce a GO product. In this way, instead of each department making decisions on a case-by-case basis through a division of labor process, by meeting together at the beginning and adding each other's knowledge and ideas, we are able to achieve a smooth process of high-quality manufacturing and a shared brand image. I'm letting you do it.

VTaking on challenges under our first brand mission

It took about a year to formulate the brand mission, and the result was VAIO's first brand mission statement: ``Let's ignite challenges. Accelerate innovation around the world through design and technology.'' ``Of course, it's a challenge, so not everything will be successful.However, if it is necessary, we will pursue things that we were told could not be done in the past.Always re-evaluate the efforts from the perspective of whether they are a challenge.'' I think that is important.”

The latest model, VAIO Z, is the result of this challenge. VAIO, which has pursued mobility since the brand's inception, was an early adopter of carbon fiber, a material that is both light and strong enough to be used in the bodies of racing cars. However, due to the difficulty of processing technology, until now it has only been used in certain areas, such as on top panels.

``If you make the body bigger, you can of course improve performance and stamina.But is it possible to achieve both speed and stamina, which were previously impossible, with a weight that can be carried around without hesitation?We will solve this problem, which is thought to be impossible. I thought that this was a challenge that VAIO, which has always pursued carbon technology and mobility, should take on."

After overcoming these challenges, VAIO's top-of-the-line model "Z", which was announced for the first time in six years, was the first in the world to successfully mass produce a three-dimensionally molded full carbon body. While possessing extraordinary speed, stamina, and strength, it has a lightweight body weighing less than 6 kg.

``The full carbon body, which is three-dimensionally molded using PC, makes this VAIO Z unique in the world.We are also confident that its combination of extraordinary stamina, speed, and toughness makes it unique and number one. We hope you will enjoy the best computing experience with this VAIO.

What is the aesthetic sense that resides in Japanese manufacturing?

VAIO uses Katsuiro (dark indigo), a color favored by samurai, as its corporate color, and consistently manufactures Japanese products based in Azumino.What does VAIO consider to be the ``Japanese aesthetic sense'' from the perspective of manufacturing? I wonder if there is.

“Tradition and innovation may be the words that come to mind when it comes to manufacturing in Japan.Japan is extremely rich in things inherited from its ancestors. I think Japanese manufacturing is one of discerning the essence of the times, constantly pursuing ways to make things even better, and continuing to innovate."

Don't rely on tradition and continue to innovate. This will become a new tradition.

``Furthermore, I think it's also a case of 'doing things without saying anything.' A certain architect built a house that looked like an ordinary window, but in fact, it was designed so that in a certain season, the moon could be seen through the window. The architect didn't tell us anything about it, and he wanted the people who lived there to notice it and feel that they were happy with the house. Of course, all of these places were hidden in words. Sometimes it may be necessary to convey the information correctly, but instead of saying everything from 1 to 10, leave at least a little bit of space for the other person to feel. I feel like there is.”

Have an exciting experience using VAIO

In fact, VAIO Z has over 40 appealing points other than speed, stamina, and toughness. But I don't disclose it all and say it out loud.

"As you use VAIO, you realize, ``Oh, this button is there for this purpose,'' and after using it for six months or a year, you realize how comfortable it is. There's a sense of excitement, joy, and happiness in every step of the way, from learning about a product for the first time to choosing a model, getting it, and taking it out to actually use it. I want VAIO to be a product and a brand that allows people to have that experience."

As the subtitle of the brand mission says, "Accelerating innovation around the world through design and technology," VAIO's one-of-a-kind PCs and robots equipped with cutting-edge technology will revolutionize people's businesses and lives. We will continue to keep an eye on VAIO's challenges.

Chihiro Yamamoto

Born in Tokyo in 1972. He completed his studies at Waseda University Graduate School of Science and Engineering. After working in research and development at think tanks such as the Mitsubishi Research Institute, he moved to management consulting firms such as the Boston Consulting Group, where he mainly worked in the fields of high technology, communications, consumer goods and services, developing and implementing business strategies, M&A, organizational reform, and other fields. Worked on many projects such as new businesses and R&D reinforcement. After joining Nihon Sangyo Partners in 2013, he has participated in several portfolio companies as a management team. In 2015, he joined VAIO Corporation as an outside director, served as executive officer and vice president, and was appointed representative director and president in August 2019.

Mio Shimamura

Representative and publisher of Premium Japan. After working at a foreign advertising agency, he held positions in charge of marketing and PR at top brands such as Walt Disney, Harry Winston, and Tiffany & Co. In 2013, he founded Russo Co., Ltd. He handles PR for various top brands. Because his parents' home was an environment that taught Japanese culture such as tea ceremony and kimono dressing, he acquired the business rights to Premium Japan in 2017 and established Premium Japan Co., Ltd. in 2018. Appointed to current position in 2019 due to business alliance with Amana Co., Ltd.