business

Panasonic announces new catchphrase 'Wonders! by Panasonic'

12 Comments
By Haruka Masumizu

Panasonic Corp this week announced a new catchphrase -- “Wonders! by Panasonic.” The Osaka-based company said the time was right for a new catchphrase to lead the company out of the stagnation it has suffered for the past few years and free employees from a feeling of hopelessness by giving them a new energy in order to create some “wonders” that will surprise consumers.

Panasonic has already started to use the catchphrase -- at IFA 2013 (the world's leading trade show for consumer electronics and home appliances), held in Germany last September, and at CEATEC JAPAN 2013 last fall. It will next be used in TV commercials and train advertisements.

Panasonic also announced a brand slogan, “A Better Life, A Better World” -- to replace the "Ideas for Life" slogan, with an eye to its 100th anniversary in 2018.

The company said “A Better Life” shows its focus on B2C (business to consumers) marketing in various areas including the home, society, business, travel and automobiles. On the other hand, “A Better World” indicates Panasonic's goal to contribute globally through B2B (business to business) marketing in the area of environmental protection.

Satoshi Takeyasu, general manager of Panasonic's brand communications department, said, “We would like to visualise changes in Panasonic for our customers using the keywords, ‘Wonders! by Panasonic.’ We plan to provide consumers with ‘wonderful’ products."

By utilizing new advertisements, Panasonic said it will first focus on the domestic market where more than half the company's sales are generated. New Wonders! products will make their debut in April, Panasonic said.

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12 Comments
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Typically Japanese catchphrase. where is their cartoon mascot?

0 ( +1 / -1 )

Well, it's no 'wonder' Samsung has them beat in the market!

2 ( +5 / -3 )

Did they contract a communications firm with native English speakers in management, one wonders.

"Wonder" does have a few negative connotations: "chinless wonder," for example, indicating someone weak, ineffectual and unattractive.

-1 ( +1 / -2 )

So where are the "wonders"?

1 ( +2 / -1 )

Typically Japanese catchphrase. where is their cartoon mascot?

Panasonic don't do cartoon mascots after the "Woody the Internet Pecker!" escapade.

-1 ( +0 / -1 )

"That's the wonder of Woolworths" the advert used to go and they went bankrupt some years ago.

How about "Pants by Panasonic"?

0 ( +1 / -1 )

How about Pan So Nice! by Wonderbread.

0 ( +0 / -0 )

I don't like it. Neither "Ideas for Life" .

0 ( +1 / -1 )

It should be, "Panasonic. We used to make TVs"

0 ( +2 / -2 )

Well, it's no 'wonder' Samsung has them beat in the market!

Yes, exactly correct. Sometime Japanese Company does not have clue what is happening in real world today. They are living in the past. It's no wonder Korea Companies beat them.

Honestly, the Japanese Company marketing strategy is awful. Japanese Company needs modernization but it's not a misusing English language slogan for their products. They don't need to put Company in wrong foreigner CEO hands like Sony but they need hire foreigner in some of department. The Japanese Companies make, invent and renovate excellent electronic hardware but they are also weakest software application writer for their appliances.

2 ( +2 / -0 )

It will be VERY interesting to see if Panasonic will introduce a mascot to go with this new slogan. I have my doubts, given Panasonic is such a well-known brand name in Japan.

0 ( +0 / -0 )

Blunders!

0 ( +0 / -0 )

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