In early 2018 we have repositioned the Toshiba Home Appliances Brand and kicked-off our global Brand Refresh Project under the new credo #DetailsMatter.
Japan as a country, and the Japanese as a nation have always been closely tied to craftmanship. Both are famous for (their) highest attention to details and (their) fullest dedication to very special skills on a never-ending journey to perfection – the #TakumiSpirit.
Toshiba is a deeply rooted Japanese company which was founded on those very principals and created history with numerous global innovations. This heritage is closely intertwined with the spirit of the founders of Toshiba, two extraordinary craftsmen, in their own fields.
On the one hand, Hisashige Tanaka, a meticulous craftsman who took over 2 years to hand cut every cog of an intricate clock (which in 2004 took over 100 Toshiba engineers over 1 year to create an exact replica) and on the other hand, Ichisuke Fujioka, a visionary inventor, also known as the Thomas Edison of Japan.