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> Sony Ericsson New Brand Message: make.believe
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On 2009-09-03 22:40:00, jj03 wrote:
the 'make.believe' 'message could quite easily bite se in the arse. (lol)
Absolutely it will.
While I applaud their efforts to engage with consumers and I think that is well overdue, adopting a
make.believe slogan will alienate many young people for whom their slogan is "keep it real". I'm an old fogey of 37
but the younger students I speak to at Uni all have a deep mistrust of marketing, advertising, government and authority in general. These people seldom vote and largely opt out of local government involvement. The purpose of social media to them is to bypass the more commonly accepted forms of media with their perceived propaganda and connect with others like them.
I think
could be seen as invading that space and that could backfire on them.
One survey I've seen shows that twitter is more of a form of entertainment for many people than an actual 2-way communication medium, this may not provide the returns
is looking for.
As I've said before, let's see them take a leaf out of General Motors book about how to re-engage with consumers.
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Posted: 2009-09-04 01:26:35
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I noticed that Sony Ericsson already seem to spend more on advertising than many others.
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Posted: 2009-09-04 01:40:00
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By re-aligning our brand and adopting ‘make believe’ we further highlight our entertainment offering to consumers,” said Cathy Davies, Head of Brand Strategy at Sony Ericsson.
If only this kind of marketing and media speak, could be translated into solidly made quality products, but SE seem commited to paying for Brand Strategy, rather than investing at the blunt end, ive lost count of SE phones with keys fading with wear after only a few weeks, dust ingress, dodgey sofware and poor backup.
We live in hope, but end up in despair.
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Posted: 2009-09-04 03:27:03
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Kiki would be the perfect example for their new slogan. the transparent display is very unique just like the LG GD900 crystal. and SE wants people to make.believe that this implementation is possible frm them.
[ This Message was edited by: razec on 2009-09-04 04:41 ]
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Posted: 2009-09-04 05:40:19
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On 2009-09-04 03:27:03, number2 wrote:
By re-aligning our brand and adopting ‘make believe’ we further highlight our entertainment offering to consumers,” said Cathy Davies, Head of Brand Strategy at Sony Ericsson.
If only this kind of marketing and media speak, could be translated into solidly made quality products, but SE seem commited to paying for Brand Strategy, rather than investing at the blunt end, ive lost count of SE phones with keys fading with wear after only a few weeks, dust ingress, dodgey sofware and poor backup.
We live in hope, but end up in despair.
Exactly, right.
Apple got it right when they released the iPhone: they took the concept of a mobile phone back to it's core elements and ended up with a worldwide hit. Would love to see
produce some simple, high quality hardware that is as reliable as the iPhone.
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Posted: 2009-09-04 06:12:14
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is this means that SE is making us to believe that they can do compete in quality
like apple?
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Posted: 2009-09-04 06:44:29
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Sounds like make believe to me.
Seriously, as others have said, this kind of marketing hooplah is exactly where SE don't want to be investing right now. The concept is essentially meaningless, the branding wide open to misinterpretation, and as carkitter says this kind of corporate guff is likely to alienate far more people than it attracts. People want solid, innovative, carefully conceived products, not to be deafened by pointless and empty sloganeering.
Xperia, Walkman, Cybershot, Entertainment Unlimited, PlayNow, make.believe - how many more labels can they fit on the box?
Design a good range of phones and let the quality talk for itself, that always used to work..
[ This Message was edited by: Boinng on 2009-09-04 08:44 ]
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Posted: 2009-09-04 09:37:46
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Sony like no other he he he
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Posted: 2009-09-04 09:51:47
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Here is a screenshot from SONY
make.believe special site.
[ This Message was edited by: WhiteEye on 2009-09-04 09:14 ]
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Posted: 2009-09-04 10:09:26
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‘make.believe’ unites Sony’s communication efforts across electronics, games, movies, music, mobile phones and network services. Sony has stated that ‘Believe’ is the power of inspiration, while ‘make’ is about crafting inspiration into products and experiences for our consumers. The ‘dot’ is the place where they meet.
Sony Rebrands Itself, Drops ‘like.no.other’ And Adopts ‘make.believe’[ This Message was edited by: juris15 on 2009-09-04 11:30 ]
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Posted: 2009-09-04 12:29:07
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