Brand Producer Yoko Shibata to Appear on NewsPicks' 'NewSchool MOVIE,' Available from July 10

Shibata Yoko Office Co., Ltd. (headquartered in Shibuya, Tokyo; CEO: Yoko Shibata; hereinafter 'Shibajimu'), a branding and consulting firm, announced that its representative, Yoko Shibata, has appeared on 'NewsPicks NewSchool,' a practical learning program produced by the social economic media platform 'NewsPicks.' She delivered a lecture on the concept of 'the company's OS'—how corporate branding enables sustained competitiveness—illustrated with real-world corporate branding support cases. The program based on this lecture began distribution on Friday, July 10, 2026.

"We have a corporate philosophy, but it hasn't permeated among employees."

"We struggle to communicate our company's appeal in recruitment and can't attract top talent."

"We want to build competitive advantage beyond price and compensation."

This video is highly recommended for executives, management leaders, and HR leaders facing these challenges.

<What You'll Learn in the Video>

- Why so many companies are now embracing corporate branding

- How corporate mission, vision, and culture drive recruitment strength, corporate value, and competitive advantage

- Practical steps to move beyond merely 'stating' a philosophy and ensure it permeates the organization

- How to articulate a company's unique values and beliefs and nurture them as the core of its brand

In an era of rapid change where differentiation through products and services alone is difficult, we believe that defining a company's unique identity and consistently reflecting it across organization, recruitment, and branding is a critical competitive advantage.

This program is especially recommended for companies that:

- Want to review or redefine their mission, vision, and values (MVV)

- Aim to deeply embed their philosophy into the organization

- Seek to strengthen their employer branding

- Want to align leadership and frontline values

- Aim to enhance corporate and brand value

Program Details

Media Name

Social Economic Media 'NewsPicks'

Program Name

NewsPicks 'NewSchool MOVIE'

Release Date

July 10, 2026 (Friday)

Lecture Title

Vision and Culture as Competitive Advantage

An Introduction to Corporate Branding: Building the Company's OS

Distribution URL

https://npx.me/s/MW07jl47

Also Speaking at NewsPicks NewSchool 3-Day Workshop – Starting September 12, 2026

Yoko Shibata will also lead the 'Branding 3-Day Workshop: Designing to Be Chosen Through Essential Concepts' at NewsPicks NewSchool, starting Saturday, September 12, 2026.

This workshop will guide participants through structural design, touchpoint mapping, and concept development to articulate brand direction and decision-making criteria, culminating in a practical brand proposal document applicable to real-world projects.

▼ Workshop Registration

Branding 3-Day Workshop: Designing to Be Chosen Through Essential Concepts

Instructor Information

Yoko Shibata, Representative Director & Brand Producer, Shibata Yoko Office

Yoko Shibata is the founder and brand producer of Shibata Yoko Office. Established in 2004, she oversees diverse projects including store and product development, and corporate branding. She is known for creating emotionally resonant experiences and narrative-driven branding centered on customer perspective.

Her notable projects include serving as restaurant producer for the Japan Pavilion at the Milan International Expo, and branding work for 'Grand Tree Musashi-Kosugi,' Nippon Kotsu, and NOT A HOTEL. In autumn 2013, she launched the apparel brand 'BORDERS at BALCONY' and served as its designer.

About Shibata Yoko Office (Shibajimu)

Shibata Yoko Office

A branding-specialized consulting firm with over 20 years of experience. The company strategically identifies a brand's unique character and core value, crafting compelling 'concepts' that justify why it should be chosen and 'brand stories' that evoke emotional resonance. Shibajimu supports clients in building fan communities around the brands they aspire to create, aiming to develop brands that, over time, earn the recognition of being a positive force in society.

Corporate Website

<Inquiries and Consultation>

▼ Corporate Branding Support

Shibata Yoko Office Corporate Branding

▼ Consultation and Inquiries

Shibata Yoko Office Contact