Waseda University Professor Akihiro Iriyama Recommends! 'Branding First Year Textbook: How to Create Selling Value' for Beginners, to be Released on May 12th
Sogo Horei Publishing Co., Ltd. will release 'Branding First Year Textbook: How to Create Selling Value,' authored by brand consultant and designer Norihiro Asano, on May 12, 2026. Recommended by Professor Akihiro Iriyama of Waseda University, this book provides practical knowledge for beginners to create 'selling value' through a unique method called 'Cross Pyramid' and successful case studies of famous brands, essential for modern business branding.
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Sogo Horei Publishing Co., Ltd. (Headquarters: Chuo-ku, Tokyo; Representative Director: Naokatsu Nomura) will release 'Branding First Year Textbook: How to Create Selling Value,' authored by brand consultant and designer Norihiro Asano, at bookstores nationwide starting May 12, 2026.
■ Recommended by Professor Akihiro Iriyama of Waseda University Business School!
"In the age of AI, the importance of brands will undoubtedly increase. This is a super practical must-read for the new era!"
■ The end of the era where 'good products sell themselves.' Now is the time for branding!
Are you facing challenges like, "My product is high quality, my service is excellent, but it's not selling"? Perhaps the appeal of your product isn't fully reaching your customers.
In modern business, creating a brand and accurately conveying the appeal of your product is indispensable. However, building a brand from scratch requires considering complex elements such as product appeal and target audience, making many feel it's "difficult" or "don't know where to start."
This book is a "textbook for branding beginners" designed to solve such problems.
■ Features of this book
1. Easy brand building for anyone with the unique 'Cross Pyramid' method
We unveil the unique 'Cross Pyramid' method, which connects 'buyer's feelings' and 'seller's products' with six elements. By following just six steps, you can organize your concept and easily build a brand that conveys your message.
2. Super concrete explanation of success stories of famous brands everyone knows
This book explains successful cases of famous brands such as Apple products, including the iPod, 'Yukimi Daifuku,' and 'Black Nikka.' You can learn practically by applying these successful models to your own products and services.
'Cross Pyramid' introduced in the text
【Recommended for these people】
Those who are trying to create a brand for the first time
Those who are about to start a business or a new venture
Business professionals who want to learn practical branding from the basics
■ Table of Contents
Chapter 1: What power does a "brand" have?
Chapter 2: Imagine the buyer's feelings
Chapter 3: Look closely at your product
Chapter 4: Create product value
Chapter 5: How to conduct market research as a safety net
Extra Edition: Three stories utilizing the Cross Pyramid
■ Book Information
Title: 'Branding First Year Textbook: How to Create Selling Value'
Author: Norihiro Asano
Book format: Shirokuban (188 x 128 mm)
Page count: 240 pages
Price: 1,600 yen (excluding tax)
Publisher: Sogo Horei Publishing Co., Ltd.
ISBN: 978-486838-044-3
Amazon page: https://www.amazon.co.jp/dp/4868380443
【Release】
May 12, 2026, available at bookstores nationwide and online bookstores
Amazon page here
■ Author Profile
Norihiro Asano
Brand Consultant & Designer / Representative Director of Agriel Co., Ltd. Member of the Japan Brand Management Association. Member of the Japan Society for Consumer Behavior Research.
After graduating from university, he was involved in product development, marketing, and branding at a branding company, where he was responsible for Nikka Whisky's brand strategy. He handled the branding and design of 'Black Nikka,' 'Yoichi,' 'Taketsuru,' and other brands. As a result of various initiatives such as rebranding and new product development in the long-declining whisky market, he greatly contributed to the company's dramatic growth. In 2021, he founded a consulting company that develops brands and businesses in the food and agriculture sectors. Currently, he utilizes his unique branding method 'Cross Pyramid' to support companies and local governments in business development and problem-solving. He has helped over 100 companies achieve increased sales.
■ Recommended by Professor Akihiro Iriyama of Waseda University Business School!
"In the age of AI, the importance of brands will undoubtedly increase. This is a super practical must-read for the new era!"
■ The end of the era where 'good products sell themselves.' Now is the time for branding!
Are you facing challenges like, "My product is high quality, my service is excellent, but it's not selling"? Perhaps the appeal of your product isn't fully reaching your customers.
In modern business, creating a brand and accurately conveying the appeal of your product is indispensable. However, building a brand from scratch requires considering complex elements such as product appeal and target audience, making many feel it's "difficult" or "don't know where to start."
This book is a "textbook for branding beginners" designed to solve such problems.
■ Features of this book
1. Easy brand building for anyone with the unique 'Cross Pyramid' method
We unveil the unique 'Cross Pyramid' method, which connects 'buyer's feelings' and 'seller's products' with six elements. By following just six steps, you can organize your concept and easily build a brand that conveys your message.
2. Super concrete explanation of success stories of famous brands everyone knows
This book explains successful cases of famous brands such as Apple products, including the iPod, 'Yukimi Daifuku,' and 'Black Nikka.' You can learn practically by applying these successful models to your own products and services.
'Cross Pyramid' introduced in the text
【Recommended for these people】
Those who are trying to create a brand for the first time
Those who are about to start a business or a new venture
Business professionals who want to learn practical branding from the basics
■ Table of Contents
Chapter 1: What power does a "brand" have?
Chapter 2: Imagine the buyer's feelings
Chapter 3: Look closely at your product
Chapter 4: Create product value
Chapter 5: How to conduct market research as a safety net
Extra Edition: Three stories utilizing the Cross Pyramid
■ Book Information
Title: 'Branding First Year Textbook: How to Create Selling Value'
Author: Norihiro Asano
Book format: Shirokuban (188 x 128 mm)
Page count: 240 pages
Price: 1,600 yen (excluding tax)
Publisher: Sogo Horei Publishing Co., Ltd.
ISBN: 978-486838-044-3
Amazon page: https://www.amazon.co.jp/dp/4868380443
【Release】
May 12, 2026, available at bookstores nationwide and online bookstores
Amazon page here
■ Author Profile
Norihiro Asano
Brand Consultant & Designer / Representative Director of Agriel Co., Ltd. Member of the Japan Brand Management Association. Member of the Japan Society for Consumer Behavior Research.
After graduating from university, he was involved in product development, marketing, and branding at a branding company, where he was responsible for Nikka Whisky's brand strategy. He handled the branding and design of 'Black Nikka,' 'Yoichi,' 'Taketsuru,' and other brands. As a result of various initiatives such as rebranding and new product development in the long-declining whisky market, he greatly contributed to the company's dramatic growth. In 2021, he founded a consulting company that develops brands and businesses in the food and agriculture sectors. Currently, he utilizes his unique branding method 'Cross Pyramid' to support companies and local governments in business development and problem-solving. He has helped over 100 companies achieve increased sales.