Square Brand consulting for mobile payment pioneer

Brief

btrax supported Square in their mission to repeat their US market success and become the leading mobile payment service in Japan. To facilitate Square’s business expansion, btrax conducted Japanese market research, competitor research, brand consulting and copywriting.

Delivery

  • Provided a clear picture of the competitor landscape through research and analysis
  • Recommended key changes to audience messaging to fit market opportunities
  • Created a Japanese brand direction guideline
  • Localized Square’s brochure for merchant users
  • Crafted high-level marketing copy for a new Japanese website

Results

  • Successful relaunch of the Japanese website under a tight deadline
  • Growth of Square users in Japan’s 47 prefectures, despite a highly competitive mobile payment environment
  • Featured at interactive booths in BIC Camera, one of the biggest electronic stores in Japan
  • 40% Brand Messaging
  • 30%Content Development
  • 20%Market Research
  • 10%Competitor Analysis
40%

Brand Messaging

30%

Content Development

20%

Market Research

10%

Competitor Analysis

Square-main-visual
BicCamera
Square has the potential to revolutionize the Japanese credit card industry.

Akio Iwata,
Diamondo Zai

BrochureUpClose
$1B projected 2014 revenue
Square4smf
Square-visual2

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