Mindia and Coup Marketing Company Launch Beta Version of AI Service "Brand Cortex OS" for Brand Management

Mindia Inc. (Headquarters: Minato-ku, Tokyo; CEO: Daiki Suzuki; hereinafter referred to as "Mindia"), which develops cutting-edge solutions using data and AI, and Coup Marketing Company (Representative Director: Daisuke Onbe; hereinafter referred to as "Coup Marketing Company"), which provides marketing strategy and brand marketing support, have jointly launched the beta version of "Brand Cortex OS," an AI service that functions as an operating system (OS) for brand management.

"Brand Cortex OS" is a service equipped with an AI-powered brand management OS that supports the entire process from brand strategy planning, brand definition, overall design of marketing activities, improvement, and review. Primarily targeting brand managers and heads of brand organizations at manufacturers and service companies, it aims to systematically achieve consistent brand operation from a consumer perspective.

A key feature is the proprietary AI engine "OTB Core" (pronounced O-T-B Core), which algorithmizes the strategies and marketing knowledge of Daisuke Onbe, who has been involved in both practical work and academia. This engine is at the core of the service.

"OTB Core" enables the generation of drafts based on the Strategic SyntaxTM Model (※3), which integrates strategy, brand definition (Brand Holotype® Model ※1), and marketing activity design (Perception Flow® Model ※2) into a single thinking framework. By learning the concepts presented in Mr. Onbe's books, such as "The Art of Marketing" (which won the Grand Prize at the 2022 Japan Marketing Association "Marketing Book of the Year") and "Can You Create a Strategy?" (which won the runner-up prize at the same award in 2025 ※4), "OTB Core" generates drafts when quantitative and qualitative data about brands and consumers are input, providing a starting point for practical discussions.

Furthermore, the history of modifications to strategies, Brand Holotype® Model, and Perception Flow® Model is recorded, making it easy to reproduce discussions with AI and maintain the dynamic equilibrium of the brand even with personnel changes. It also enables the provision of branding operations that allow brands to continue growing in the market over the long term. Additionally, the included chat function contributes to the training of new employees and newly appointed managers.

Background of Development

With the increasing complexity of consumer behavior, the surge in information volume, the advancement of marketing as market creation, the diversification of activities and measures, and the widespread adoption of AI, brand management now requires a more structural and continuous operational foundation than ever before. On the other hand, in practical settings, strategies, measures, research, and reviews tend to be fragmented, and inconsistencies in brand operation often occur due to personnel transfers or a lack of inter-departmental collaboration.

In response to these challenges, Brand Cortex OS was developed with the aim of establishing a consumer-centric approach within organizations and enabling continuous improvement by serving as the "OS" that supports brand management itself. By leveraging AI, we aim to create an environment where people can focus more on judgments and creative tasks that only humans can perform.

About "Brand Cortex OS"

Overview

"Brand Cortex OS" is a product of an AI-utilizing brand management OS that supports the integrated management of various brand marketing activities from a consumer perspective.

It functions as a common platform that connects brand strategy, brand definition, marketing activity design, improvement, and review in an end-to-end manner, going beyond simple document generation or Q&A, and supports the continuous and systematic operation of brand management.

Main Features of "Brand Cortex OS"

1. Strategy, Brand Definition, and Marketing Activity Design Based on "OTB Core"

"Brand Cortex OS" is not just a general-purpose generative AI tool; its core is the proprietary AI engine "OTB Core," which algorithmically reproduces the expertise of Daisuke Onbe. This supports the core of strategy, brand definition, and the design of marketing activities with a consistent approach, based on the brand's situation and consumer understanding.

2. Easy Adaptation to Personnel Changes, etc.

In brand management, it is difficult to pass on the background of strategies and decisions due to personnel transfers or changes in personnel. By introducing "Brand Cortex OS," the consideration process, background and reasons for decisions, various models, and the history of measure design are accumulated and shared, reducing reliance on individuals and making it easier to maintain continuity in brand operation after personnel changes.

3. Promotes Collaboration Across Multiple Functions

Brand management is not solely the responsibility of the marketing department; collaboration with multiple functions such as sales, product development, management, and research departments is crucial. "Brand Cortex OS" creates an environment where discussions and decisions can be made based on a common framework and information platform, thereby promoting cross-departmental collaboration.

4. Facilitates Consistent Brand Management

By allowing for a comprehensive view of information, including the Brand Holotype® Model and Perception Flow® Model, the current status and changes in the brand can be structurally grasped. This makes it easier to manage strategies, measures, and evaluations without fragmentation, leading to consistent brand management.

It supports everything from the initial draft generation of the Brand Holotype® Model and Perception Flow® Model to the consideration of annual plans, measure design, improvement, and review.

【Image of Perception Flow® Generation】

The main target users for this service are as follows:

・CMOs, Heads of Marketing, and Heads of Brand Organizations

・Brand Managers at Manufacturers and Service Companies

・Personnel involved in marketing strategy planning and brand building

・Organizations wishing to improve, review, and accumulate knowledge of brand activities

Implementation and Provision

"Brand Cortex OS" can be used by inputting survey data and basic brand information to generate initial drafts of the Brand Holotype® Model, Perception Flow® Model, and other outputs. Planning for initial implementation is estimated to take 1-2 months, with operation starting approximately one month thereafter.

The beta version will be offered to a limited number of companies until the end of May 2026. For inquiries regarding implementation and pricing, please contact the inquiry contact below.

Future Outlook

In the future, we plan to expand functionality to further support integrated brand management operations, including KPI tracking, brand portfolio analysis, and personnel transfer response features. We will also strive to improve practical applicability and accuracy through co-creation with client companies.

Furthermore, Mindia plans to leverage its "proprietary technology for structuring human expertise and reflecting it in AI," which forms the basis of this product, to develop solutions that support the implementation of expertise in various specialized fields, not limited to marketing.

About Mindia Inc.

With the mission "Changing the world with people's data and AI," Mindia develops multiple AI solutions based on data acquisition/preparation and AI technology, including the AI-driven research solution "Mindes AI Research," the data platform x AI agent "Mindes AI Agent," and the PoC and co-creation R&D function "AI Data Lab."

Company Overview

Company Name: Mindia Inc. URL: https://corporate.minedia.com/

Representative: Daiki Suzuki, Representative Director & CEO

Location: 8-5-8 Akasaka, Minato-ku, Tokyo

Established: January 11, 2018

Business Activities: Provision of solutions utilizing data and AI

About Coup Marketing Company, Inc.

Based on over 25 years of experience in brand management, marketing organization building, and CMO roles, the company supports marketing strategy planning, brand building, overall design of marketing activities, and the establishment and strengthening of brand marketing organizations.

Company Overview

Company Name: Coup Marketing Company, Inc. https://www.coupmarketing.jp/

Location: 18F, 4-20-3 Ebisu, Shibuya-ku, Tokyo

Established: January 2018

Representative: Daisuke Onbe, Representative Director

Business Activities: Support for strengthening marketing organizations, planning brand strategies, etc.

About Daisuke Onbe

After 17 years at P&G in Japan and the US, he led business recovery/growth and marketing organization strengthening as Vice President of Marketing and CMO at European consumer goods manufacturers and Shiseido. In 2018, he founded Coup Marketing Company, Inc.

He supports various domestic and international clients in industries such as home appliances, cosmetics, food, transportation equipment, and advertising companies with marketing organization strengthening and brand strategy planning. He holds a Ph.D. in Business Administration from Kobe University.

He has reproduced this experience as universally applicable frameworks in areas such as brand definition, overall design of marketing activities, and strategy, developing models like the Brand Holotype® Model (※1), Perception Flow® Model (※2), and Strategic SyntaxTM Model (※3). To support the implementation and deployment of these frameworks in organizations and society, he conducts corporate training, consultations, and graduate school lectures.

Books

He has authored numerous books, including "The Art of Marketing: Marketing Techniques" (Grand Prize winner of the 2022 Japan Marketing Book Award) and "Can You Create a Strategy? Realizing Perspective and Thinking" (Runner-up Prize winner of the 2025 Japan Marketing Book Award).

Contact Information

For details on "Brand Cortex OS," beta version applications, or implementation consultations, please use the inquiry form below.

Mindia Inc. Inquiry Form: https://corporate.minedia.com/inquiry

Contact Person: Kobayashi

※1 About the Brand Holotype® Model

This is a format for a brand definition document that is easy to use as a common language and has a proven track record. It clarifies the brand's meaning centered on clear target consumers and attractive benefits, indicating the brand's sustainable ideal state. Explained in a column in "The Art of Marketing: Marketing Techniques."

※2 About the Perception Flow® Model

This is an overall design diagram for marketing activities centered on changes in consumer perception. It illustrates all marketing activities, namely the 4 Ps: product, price, place (distribution/in-store), and promotion (measures). It is effective for ensuring that each activity is appropriately positioned, coordinated, and achieves overall optimization. Explained as the main theme in "The Art of Marketing: Marketing Techniques."

※3 About the Strategic SyntaxTM Model

This is a thinking framework that logically connects the strategy planning procedure detailed in "Can You Create a Strategy?" with the branding approach explained in "The Art of Marketing: Marketing Techniques." It has high compatibility with OTB-Core, enabling AI to propose comprehensive plans from strategy to specific marketing activities.

※4 About Daisuke Onbe's Books

・"The Art of Marketing: Marketing Techniques" https://amzn.to/4t8UJqG

・"Can You Create a Strategy? Realizing Perspective and Thinking" https://amzn.to/4ddNjhj