The Louis Vuitton product slogan "Won't Break" could have gotten its customers' hopes and expectations too high. If something did go wrong, this would usually result in dissatisfaction. So Louis Vuitton created another slogan "Very Strong" and also advertised it products "Repairable" thus creating an image of no betrayal to customers' expectations.
In 2003, Hata wrote the widely read book, Louis Vuitton Japan-The Building of Luxury, which was initially published in Japanese but later translated into French and English. The book covers the twenty eight years of Hata's experience from the time he joined Louis Vuitton to take over a brand that, at that time, lacked an identity and was little developed in Japan. He turned it into the most sought after brand in Japan. This development was instrumental in giving Louis Vuitton a "new breath of life". This book is full of creative and practical ideas.