In it, I argue that products (goods and services) that elicit consumer delight will also resonate with customers. And if they resonate, people will talk about them and that will generate new demand. If it is a product, it has a better chance of being a hit. If it is a store, it will get more traffic. If it is a company, it will be seen as an excellent company. These are all good things.
  
Yet traditionally, marketing has focused on consumer needs and wants. We have designed offerings and the way they are offered to explicitly respond at this level. That is no longer enough. We need to take this one or two steps further and ask what will elicit consumer delight. We need to seek out ways of resonating.
  
Even as of this writing, there are over 40 million personal computers in Japan. Over 70 million cellphones. Everybody is connected. Information is ubiquitous. It is a networked society. Which is all the more reason resonance is so necessary and so effective -- all the more reason our marketing has to focus on the resonance factor.
  
Yoshikawa Kyoji

Case Marketing