What I Want You to Learn in This Lesson
When you hear the word marketing, you may think of numbers such as “How many products were sold?” or “How much revenue was generated?” However, truly successful brands do not focus only on sales. They pay close attention to something that comes before sales—the relationship they build with their customers.
Sanrio measures this relationship using a unique concept called “Sanrio Time.” It represents the amount of time customers spend interacting with the Sanrio brand. This includes not only the time they spend enjoying Sanrio theme parks or games, but also the everyday moments when they naturally encounter the brand through school stationery, mugs at home, and other daily items.
Today, we live in a world overflowing with products. Simply creating a good product is no longer enough to remain competitive. Companies are now competing to capture one of the most valuable resources of all—their customers’ time. Streaming services, social media platforms, and video games are all competing for the same thing: people’s attention and time.
This idea can also be applied to fashion brands. Instead of simply selling products, successful brands become part of their customers’ everyday lives and remain with them over time. The longer customers spend interacting with a brand, the stronger their emotional attachment becomes. As a result, companies rely less on discounts, increase repeat purchases, and ultimately improve their operating profits.
Today, we will learn how the unique concept of Sanrio Time introduces a new marketing perspective—the value of time.
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