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Sony Ericsson realigns brand in next stage of company transformation
03 September 2009
* Evolves visual identity and brand values as next stage of business transformation
* Shifts consumer engagement to digital, viral and social media platforms
* Aligns with Sony Group companies under new ‘make.believe’ brand message
London – September 3rd, 2009 – Sony Ericsson today announced the next stage of its on-going business transformation with the realignment of its external visual identity and brand values in order to deliver its vision of becoming the Communication Entertainment brand. The company also confirmed its adoption of the newly announced Sony brand message
‘make.believe’ in all consumer communication in order to reinforce its entertainment credentials and collaboration with the Sony Group.
“Fusing communication and entertainment has been at the core of Sony Ericsson’s offering since the start of the joint venture.
‘make.believe’ aligns Sony Ericsson with the Sony Group companies and reflects the coming together of communication and entertainment. 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.
“Our ongoing business transformation is laying the foundations for the new Sony Ericsson. Our re-aligned brand is a vital part of this strategy. Combined with a new culture of openness it marks a shift in the way we plan and build our propositions, as well as how we invite consumers to engage with us via digital and social media platforms”, said Lennard Hoornik, Head of Marketing at Sony Ericsson.
Visually, Sony Ericsson will expand the appeal of its globally recognised ‘liquid identity’ logo by adding seven new colour variations plus a new a ‘liquid energy’ flowing from the logo to make it more playful and visually appealing for the digital arena. The company also aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand through a stronger focus on interactive digital and social media channels.
A series of strategic marketing campaigns this autumn will launch the realigned visual identity and showcase the start of
make.believe at Sony Ericsson, including a ‘spark something’ viral campaign for the new Satio, Aino and Yari phones and a global activation campaign as the official global handset sponsor for the 2010 FIFA World Cup™ to capture the passion of football fans around the world.
[ This Message was edited by: Rifqi_Aziz on 2009-09-03 18:28 ]
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Posted: 2009-09-03 19:27:25
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Great news
lets hope its money well spent. But are the different coloured logos going to be depending on which type of phone it will be? As in for example Blue for Cyber Shot or something.
[ This Message was edited by: Bonovox on 2009-09-03 18:38 ]
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Posted: 2009-09-03 19:37:00
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I remember someone on here saying that Sony was going to have a greater say in what goes on at
and the
make.believe reminds me of
like.no.other.
It'll be interesting to see how this pans out.
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Posted: 2009-09-03 20:22:22
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Yes its a similar thing like.no.other but Sony having more of a say can only be good i think.
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Posted: 2009-09-03 21:36:00
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the 'make.believe' 'message could quite easily bite se in the arse. (lol)
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Posted: 2009-09-03 22:40:00
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Bug free phone from SE, with quality camera,
i.want.to.believe[ This Message was edited by: Vipera ammodytes on 2009-09-03 21:48 ]
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Posted: 2009-09-03 22:48:00
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who they want to
make.believe?
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Posted: 2009-09-03 22:54:12
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if this means that sony is integrating sony ericsson more into their buisness its good news.
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Posted: 2009-09-03 22:58:18
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On 2009-09-03 22:58:18, jack00 wrote:
if this means that sony is integrating sony ericsson more into their buisness its good news.
I agree. It looks to me like this is exactly what is happening.
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Posted: 2009-09-03 23:26:56
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Yes with Sony's high tech know how and Ericsson's experience in the mobile industry. Lets face it Sony never made great phones before it joined Ericsson. So its good news Sony will put in more of its tech strengths. Though i remember the corousel type menu in the latest Sony Ericsson handsets is a Sony idea. They featured a similar menu in one of their own Sony phones many years back but with grey scale screen. I think that menu looks cool.
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Posted: 2009-09-03 23:46:00
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