Repurposing Wire Mesh for Brand Perception Shift

This explores how Kyowa Kogyo, a manufacturer of industrial wire mesh, transformed its brand image by embracing "perception change" as a marketing strategy. Initially viewed as "old and uncool," the company redefined the value of its diamond-shaped wire mesh from a simple industrial material to an "art material that creates comfort," through collaboration with designers. This shift involved re-evaluating the product's inherent qualities like flexibility and transparency, and proposing new value by demonstrating its application in architecture, furniture, and art, moving beyond mere functional descriptions. It emphasizes that sustained efforts are crucial for this perception shift to establish new purchasing criteria and build distinctive brand assets, ultimately creating a positive feedback loop for the brand.