Diamond Online Series "Connecting Brands and CX Moves Management" Part 2 Released

mct Inc. (Headquarters: Tokyo) will release the second part of the Diamond Online series "Connecting Brands and CX Moves Management" by Representative Director Hideaki Shiroane on July 3, 2026 (Fri).

In the first part, we proposed that brands and CX are not separate activities, but can be integrated into a single diagram by focusing on "customer emotional memory."

Part 2 argues that the cause hindering this integration is not the organizational structure itself, but the "perceptions" rooted within the company.

Perceptual Gaps Prevalent in Companies

Part 2 addresses the following three perceptions that many companies unconsciously take for granted:

● Changing the system will resolve the division between brands and CX.

● There are companies that work on brands and companies that do not.

● The brand promise comes first, and CX is about fulfilling that promise.

While these may seem like plausible ideas at first glance, they all share the commonality of viewing the world with "the company" as the subject. However, customers do not evaluate a company by looking at its organizational chart. They remember the company as a single experience, regardless of distinctions like marketing, sales, or customer support.

Therefore, to connect brands and CX, a shift in perception is necessary, from "company-centric" to one that starts from "customer emotional memory," before changing the organization.

This article proposes a shift from a "company-as-subject perspective" to a "customer-as-subject perspective" as the first step toward managing brands and CX as one.

URL

https://diamond.jp/articles/-/393627

About the Author

Hideaki Shiroane (Representative Director, mct Inc.)

A consultant specializing in human-centered innovation and CX management. His book "The Easiest CX Management Textbook: Review Customer Experience and Become a "Chosen Company" (Sanno University Publishing) received the 준大賞 (Second Prize) at the "Marketing Book Award Chosen by Practitioners 2026" hosted by Shoeisha.

The Easiest CX Management Textbook

About mct Inc.

mct Inc. is a consulting firm that supports companies in creating customer value and achieving business growth, centered on human-centered design and CX management. With a track record in a wide range of fields including service design, product development, CX measurement/improvement, and organizational change support, we also have strengths in customer insight research based on deep psychology as the only ZMET certified partner in Japan.

【Company Profile】

Company Name: mct Inc.

Tokyo Headquarters: 1F-2F Daiwa Jingumae Building, 2-4-11 Jingumae, Shibuya-ku, Tokyo 150-0001

Osaka Headquarters: 17F Namba SkyO, 5-1-60 Namba, Chuo-ku, Osaka 542-0076

Representative: Hideaki Shiroane, Representative Director

URL: https://mctinc.jp/

Business Activities: CX Consulting, Human-Centered Design Support, Organizational Change Support