[Event Report] Tokyu Land's Daisuke Shinmyo x Shibuya Future Design's Natsuhiko Kubota Discuss "Communication Strategies Independent of Traditional Ad Slots and the Essence of Branding"

On Wednesday, May 20, 2026, the Shibuya Brand Marketer Community exchange meeting was held. The event featured Natsuhiko Kubota of Shibuya Future Design and Daisuke Shinmyo, General Manager of the Corporate Communication Department at Tokyu Land Corporation. The two industry leaders shared candid insights into the antithesis of traditional advertising industry norms and discussed the essence of true corporate branding. This report highlights parts of their passionate conversation.

At the beginning of the discussion, Mr. Shinmyo made a shocking statement: "I am not a marketer." This reflected his strong concern regarding the tendency to rely too heavily on flashy advertising methods and the negative precedents still prevalent in the industry. Mr. Shinmyo argued that "structures lacking essence are hindering Japan's economic growth," emphasizing the importance for clients to cultivate the ability to judge whether a proposal truly contributes to management and business.

Mr. Shinmyo also emphasized that "all work should be tied to management and business." He explained how the three functions of his department—IR, public relations, and branding—should be integrated with corporate strategy. Furthermore, he shared his unique career path, offering insights on how to bring fresh perspectives to an organization.

The next event is scheduled for July 15 (Wed), where they will further explore "how to generate brand heat" with Mr. Kubota.