Section 5. Harmonious Coexistence with Society

In July 2019, the Brand Strategy Committee was established to accelerate brand development even further, as the company began to consider what the Daibiru brand should be given the significant changes taking place in the business environment. The Brand Strategy Committee went into full swing, launching an action declaration workshop, a roundtable with the company president, and an in-house social networking platform called Yammer. Internal measures included the creation of a video and posters to raise awareness of the project under the title “KOE O DAINI! (Speak Up!) Project” and a deeper discussion on what kind of company Daibiru should be, what it should aim for, and how it should be viewed by the public.

In October 2022, in order to strengthen the Daibiru brand even further, the company launched new advertisements with the slogan “Daibiru: ‘NANKA SUKI’.”* The new advertisements expressed the company’s intention to go beyond functionality and reasonableness to create buildings and communities that are attentive to the feelings of each individual, even in a future where people’s values and working styles become increasingly diverse. It also incorporated the idea that Daibiru wants everyone who works in or visits Daibiru’s office buildings, hotels, and commercial buildings to experience more pride and enjoyment, and that those feelings should be tied into urban development.

• It is important for buildings to look beautiful and to be convenient, but we also want to offer people a sense of comfort, pride, and even excitement. This is the indescribable feeling we call “NANKA SUKI.”