PROJECT
- MEIDI-YA
- Reinterpretation of
Corporate Philosophy
Workshops to change employee behavior.
Meidi-ya has a corporate philosophy that has remained unchanged for 130 years. A workshop was held to reinterpret the unchanging corporate philosophy for the current era. The goal was to embody the philosophy by having each employee incorporate the values that have been cultivated throughout the company’s history into their actions.
Meidi-ya is a long-established supermarket that offers a wide range of high-quality products from around the world, including Meidi-ya MY products, wine, whiskey, and pasta. For 130 years since its establishment, Meidi-ya has been developing various businesses under its unchanging corporate philosophy, “Always the best,” and BRAVIS supported a series of workshops to reinterpret the corporate philosophy so that each and every employee can act in ways that reflect the philosophy. Braavis supported a series of workshops to reinterpret the corporate philosophy so that each employee could take actions that reflect the philosophy.
A Brand Committee was formed to organize the workshops. Members were selected from each business division to form a cross-functional structure. By transcending the boundaries of business divisions, the participating members were able to discuss issues from a higher perspective than they normally do. What does “always” mean?” “What is the standard for “best”? Through repeated discussions over several months and several times, we gradually raised the resolution of the words.
Next, we discussed what actions should be taken in each division to realize the reinterpreted “Always the best” and created action guidelines. By incorporating the corporate philosophy into day-to-day operations, we created the groundwork to change behaviors and habits, and to pass on the culture that Meidi-ya has built up over the years.
The workshop also generated ideas for internal events. The committee also realized a number of measures to bring a sense of unity within the company and to educate people about the corporate philosophy, such as chanting the philosophy at morning meetings and having lunch with the president.
Braavis supported the operation of the workshop for several years, but at the end it was able to run on its own solely by Meidi-ya. The committee continued, replacing members every year. Many employees participated in the various measures in order to use the corporate philosophy not only as a decoration in the company, but also as words to change their own behavior.
- CLIENT
- MEIDI-YA
- SERVICE
- Brand Strategy
- Corporate Philosophy
- Implemented Inner Branding Measures
- Workshop Implementation
- COUNTRY
- Japan