This examines the shift in Tokyo Gas's brand strategy from focusing on functional value (providing gas and electricity) to establishing a greater social value or purpose. It explains that the company was struggling with a "transparent existence" because its role as a basic infrastructure provider meant it was rarely top-of-mind for consumers outside of specific events like moving or equipment failure. To overcome the perception of being merely a "gas company," even after launching a new solution brand, Tokyo Gas redefined its image to be "a company you can entrust your entire life to," emphasizing reliability and holistic support. This repositioning aims to expand the contexts in which consumers recall the company, moving from crisis-driven interactions to those centered on the broader goal of enhancing well-being and fostering long-term trust. To ensure consistency in this new direction, the company restructured its marketing functions to align short-term gains with the long-term goal of building a reliable partner in customers' lives, transforming marketing from a focus on sales to one on value creation.

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