Creating Custom-Made Success  From Legos to Japanese noodles,
companies are letting users control their brand--and grow it.
Walk into any 7-Eleven store in Japan, and you'll see shelves
and shelves of noodles--much like you would see shelves devoted
to soda in a store in the U.S. Noodles are a lucrative business
in Japan and they have spawned thousands of well-known brands.
Recently, however, a new packaging trend has emerged in noodle
marketing, and it might very well redefine the entire fast-
moving consumer goods category.  This is what's happening. There
are hundreds of thousands of noodle packs on supermarket
shelves, each one featuring a portrait. The portrait is not of
just anyone, but rather it features a recognizable local chef.
What's more, the noodles take their name from the chef's
restaurant and the whole pack is styled around the restaurant's
identifying colors and typography.  You would be forgiven for
thinking that the popular television program Celebrity Chef has
taken over the noodle busine