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Real Experience : Kao ¡V Direct contact with Customers Strong brands are the most important assets for consumer product manufactures. The question is how can a company produce and nurture strong brands? The secret is attractiveness to customers. This is the underlying concept guiding Kao¡¦s marketing policy. In addition to carefully listening to consumers voices, Kao seeks to understand their underlying needs and wants and provide products that exceed their expectations. All Kao employees in product related fields, from sales people to marketers and researchers, take a consumer-oriented approach and always keep in mind the requirements of each field by sharing information as they go about their work. This is the driving force behind Kao a success in generating hit products and developing strong brands in the mature consumer product market. Three methods to obtain information from customers: (i) Consumer Information Center (Kao Echo System) - consumer feedback quickly circulates throughout the company. Kao¡¦s Consumer Information Center receives about 400 calls a day, or 90,000 a year, from all over Japan. The center not only responds promptly to consumers` questions, comments and complains, but also utilizes the