The newly-validated fifth taste, along with salty, sour, sweet and bitter, umami is best understood as "savoriness". Focusing on the intrinsic umami of Kikkoman claims ownership for something bigger than the brand, wrapping the traditional Kikkoman attribute of quality in something more unique and dynamic. It generates contemporary relevance by providing fresh information about food to the consumer. It engages with the target in a respectful way, rather than talking down to the consumer. And it draws on Kikkoman's Japanese heritage without being inaccessible, blending a sense of authenticity and tradition into a very modern message.