What drives a brand to become synonymous with its market? EXIDEA launches an interview series linked to its 'Category Branding White Paper'

EXIDEA, a company providing category branding to achieve 'top-of-mind' market awareness, has launched an interview series exploring the growth strategies of brands that have successfully captured market recall. This series is linked to their proprietary research, the 'Category Branding White Paper,' which clarifies the impact of 'brand recall' on BtoB purchasing. For the first installment, they interviewed Mizuki Ishiyama, Executive Officer at DONUTS and business lead for 'Jobcan,' a cloud attendance management system with over 300,000 corporate users. Starting from the back of a market crowded with over 30 competitors, the interview explores how the brand achieved the status of 'Jobcan is the go-to for attendance management.' The series delves into the 14-year trajectory of growth and the full scope of the strategies behind it. EXIDEA plans to publish interviews that uncover the strategies, thinking, and passion behind the 'top-of-mind' brands identified in their quantitative white paper data.