About Blue
Blue is not a company that simply “creates” brands.
We make the underlying thinking and structure behind a brand visible and articulate them in ways that enable organizations to use the brand as a practical standard for decision-making and action.
Our Purpose
Creating a society where no one has to hesitate in making decisions around a brand
A brand should function not only as a standard for organizational decisions and actions, but also as a point of reference for consumers when making choices. At Blue, we aim to establish the conditions that allow brands to truly function as tools for decision-making—both internally and externally.
Our Mission
Turning brands into a shared language for decisions and actions
Our Vision
Creating a society where shared brand language becomes a new source of value
Why "Blue"?
Strong brands share one important characteristic:
The moment people hear the name, similar images and impressions naturally come to mind.
When people hear the name of a sports brand, for example, they may immediately associate it with ideas such as challenge, innovation, or style. Because those impressions are relatively consistent across audiences, the brand becomes easily recalled and naturally enters the consideration set when decisions are made.
A brand is not simply a name. It is a system that creates shared understanding in people’s minds and influences organizational decisions and actions.
The word “Blue” carries that same kind of power. Even in regions where English is not the native language, many people understand the word and associate it with images such as the sky, the ocean, the Earth, openness, and trust. It is one of the few words that communicates relatively consistently across cultures and borders. The name “Blue” was chosen based on this belief.
Every company possesses its own unique strengths and distinctiveness. However, if those qualities are not shared internally and externally, their value cannot be fully recognized.
Blue helps organizations articulate their uniqueness, establish it as a shared organizational language, and communicate it consistently both inside and outside the company. Our goal is to help brands become something that creates a shared image externally while also functioning internally as a practical standard for decision-making.
Why I Founded "Blue"
My interest in branding began with experiences I had while studying abroad as a high school student.
During conversations with classmates in the United States, I was surprised to find that companies such as TOYOTA and Panasonic—brands widely recognized in Japan—were often assumed to be American or Chinese companies rather than Japanese ones. At the same time, many Japanese people naturally understand that brands like McDonald’s and KFC originated in the United States. I was struck by the gap in recognition and began to question whether having excellent products or technologies was truly enough to be correctly understood and remembered.
Later, while at university, I encountered a book that gave language to many of the questions I had been carrying. That experience led me to pursue branding more seriously. Since then, I have explored branding not only through theory, but also through history, pricing strategy, technological competitiveness, consumer psychology, and cultural formation—continually asking myself what truly creates a brand.
To turn that exploration into practice, I began my career in marketing research, where I developed expertise in understanding consumer psychology and market structures through research design, analysis, and insight development.
In 2012, I joined CIA Inc. (now part of Deloitte Tohmatsu Group), a branding firm known for developing many well-known brands in Japan, as a Marketing Manager. There, I worked on branding and rebranding strategies for domestic and international companies, as well as Japan market entry projects, deepening my understanding of how branding can drive real business outcomes.
In 2016, after clarifying the kind of branding approach I wanted to pursue, I founded Blue.
At Blue, branding is not viewed simply as communication or presentation. We see it as something that shapes organizational thinking and functions as a standard for decision-making. At the same time, we believe marketing creates markets and expands the reasons why companies and products are chosen.
Understanding these two roles separately—and connecting them strategically—forms the foundation of our current approach.
Founder Profile
◾️Career Origins
While studying abroad in Oklahoma, USA, I became interested in branding after realizing that globally recognized Japanese companies were not necessarily perceived as Japanese brands overseas.
◾️Discovering Regional Branding
After graduating from Fukushima University, I joined Brand Research Institute, Inc., where I worked on regional branding projects and learned how local assets can be transformed into perceived value.
◾️Expanding a Global Perspective
While staying in Heidelberg, Germany on a working holiday visa, I independently researched how Germany—like Japan, a manufacturing-driven country—continues to produce globally respected brands.
◾️Consumer Understanding & Research Expertise
At Japan Market Intelligence (now part of the GMO Group), I managed market and consumer research projects for international companies, handling from research design to analysis.
◾️Brand Strategy Practice
At CIA Inc. (now part of Deloitte Tohmatsu Group), a branding firm behind many major brands in Japan, I worked on brand strategy and marketing strategy development.
◾️Founding Blue
In 2016, I founded Blue to help organizations use brands as practical standards for decision-making and shared organizational language.
Company Overview
Company Name
Blue Co., Ltd.
Established
January 2016
Representative Director
Aya Sasaki
Location
Shiroyama Trust Tower 27F
4-3-1 Toranomon Minato-ku, Tokyo 1056027 Japan
Main Business Areas
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Brand Strategy & Structural Design Support
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New Business & Service Development Support
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Research & Consulting Services