MITSUBISHI ELECTRIC

Our lifestyles have undergone significant changes. As lifestyle diversity progresses rapidly, demands for comfortable living environments have intensified. However, it became clear that merely offering high-performance air conditioners was insufficient to meet these diverse needs. Mitsubishi Electric recognized the need for fundamental reform in its role and value within the air conditioning industry.

Through discussions, it became evident that enhancing the quality and comfort of spaces where users spend their time should be Mitsubishi Electric's core value proposition. Deciding to move away from simply selling products, the company aimed to transform its business model towards providing enriching 'experiences.' This vision led to the development and implementation of a new brand story.

Instead of focusing solely on performance competition, Mitsubishi Electric's emphasis on user experience led to a new approach to value proposition and served as the starting point for its new branding initiatives.