Can AI Create Aspiration? Learning from Lexus How to Make a Business the One People Choose [Hikari no Atekata: Atsushi Takata x Daiki Hayakawa]
Former Lexus brand chief Atsushi Takata on how a business earns being chosen, and how to build a brand, in the age of AI.
- When
- Thu, December 3, 2026 · 19:00–21:00 JST
- Where
- Tokyo Innovation Base（TiB）, 〒100-0005 東京都千代田区丸の内3-8-3 · In person
- Region
- Kanto (Tokyo)
- Organizer
- Tokyo Innovation Base
- Language
- JA
- Source
- Peatix
Summary
A talk on branding and luxury in the age of AI with Atsushi Takata, former head of Lexus Brand Management at Toyota. As AI lowers the barrier to building products and services, function and price alone no longer set a business apart, and the session explores how to create and communicate brand value that makes people choose you.
The interviewer is Daiki Hayakawa, CEO of brand studio Highlite, and the format is a dialogue built on questions rather than a lecture. Topics include whether a high price proves quality, when and by whom Lexus was first recognized as premium, and where a business should focus once AI has driven efficiency. A social follows; capacity is 120 and admission is free.
About the community
Hikari no Atekata is a conversation series by Highlite, a studio that builds brands for new ventures and startups. Aimed mainly at founders, CxOs and new-business leads, it runs as an exploratory dialogue with the guest rather than a lecture.
#branding#ai#new-business#luxury#startups#talk