Posted by dancingfate
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 ]
Posted by Bonovox
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 ]
Posted by goldenface
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.
Posted by Bonovox
Yes its a similar thing like.no.other but Sony having more of a say can only be good i think.
Posted by jj03
the 'make.believe' 'message could quite easily bite se in the arse. (lol)
Posted by Vipera ammodytes
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 ]
Posted by hihihans
who they want to make.believe?
Posted by jack00
if this means that sony is integrating sony ericsson more into their buisness its good news.
Posted by goldenface
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.
Posted by Bonovox
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.
Posted by carkitter
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.
Posted by Bonovox
I noticed that Sony Ericsson already seem to spend more on advertising than many others.
Posted by number2
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.
Posted by razec
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 ]
Posted by carkitter
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.
Posted by karmic
is this means that SE is making us to believe that they can do compete in quality
like apple?
Posted by anonymuser
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 ]
Posted by markphil
Sony like no other he he he
Posted by WhiteEye
Here is a screenshot from SONY make.believe special site.
[ This Message was edited by: WhiteEye on 2009-09-04 09:14 ]
Posted by juris15
‘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 ]
Posted by c_vignesh
Rebranding & new campaigns...... whats the use
no real range of upcoming phones to look forward to ..except xperia x2 maybe ......
nokias,samsungs,lgs, htc's are running riot with various phones at various price ranges ...personally i feel let down after 5 years of
Posted by razec
@WhiteEye and Juris:
From your post it seems like Sony and
are starting to work as one company. perhaps it would take them time before we can see the results of pursing this unified slogan.
Posted by se_love
On 2009-09-04 14:15:02, razec wrote:
@WhiteEye and Juris:
From your post it seems like Sony and
are starting to work as one company. perhaps it would take them time before we can see the results of pursing this unified slogan.
And this is definitely when things will really start being interesting. Also hmm is it me or are the hopes of the SE logo being with a light inside becoming a reality?
Posted by Raiderski
we won't survive in next financial quarter of 2009... make.believe
Posted by razec
Too much with all this pessimism. can't we at least show some moral support to SE even on this very simple way?
[ This Message was edited by: razec on 2009-09-04 13:46 ]
Posted by juris15
maybe....
make.believe
is ready to beat nokia, samsung and lg
[ This Message was edited by: juris15 on 2009-09-04 13:56 ]
Posted by se_love
On 2009-09-04 14:42:32, razec wrote:
Too much with all this pessimism. can't we at least show some moral support to SE even on this very simple way?
[ This Message was edited by: razec on 2009-09-04 13:46 ]
Hey I'm all for it man. I really want Se to strive and become king again. If things can get more Sony shabang technology wise and SE hell yes with pricing we can get some winners.
Posted by anonymuser
On 2009-09-04 14:42:32, razec wrote:
Too much with all this pessimism. can't we at least show some moral support to SE even on this very simple way?
Just think about what you're saying here. SE have announced a slogan - or at least sworn allegiance to a slogan dreamt up by some marketing people at Sony Corp. That's all. They haven't actually achieved anything, they haven't made any promises to anyone, they haven't invented anything or created anything new, they've just repeated some words that someone in marketing thought sounded neat.
We (as customers) should show moral support for that? Pat them on the back and say well done? Promise to buy their next phone now that it's going to include the words "make.believe" in the advert?
Give over.
Posted by se_dude
^^hey boinng.Has your iphone blasted yet?
October should be good for SE.Aino,Satio,Yari,X2 lined up for release and with the W995 doing well should be good for SE.
Posted by gtr83
@se_dude: Oh I see definitely several paragraphs coming your way. No offense Boinng.
Posted by anonymuser
@se_dude - no explosions yet, but thanks for asking
Posted by Dups!
@Boinng, se_dude and gtr83
Keep at it! I'm having a laugh reading your posts.
But seriously, SE have announced 2 phones and are releasing them in less than three months which is a breath of fresh air from them. Sure they are not that special but looking at their track record in this regard it is a step in the right direction.
As for them realigning with Sony I am just going to wait and see. Sony are overpriced which has affected SE's pricing strategy.
They need to combine the best of Ericsson with the best of Sony which they honestly haven't done or been doing.
Hopefully this is the turning point. The first actions (early releases) look promising.
Posted by Bonovox
I do look forward to what Sony Ericsson has up their sleeves in the future. But they need to concentrate on their phones not all this stuff.
Posted by korbindallis
Wow loving the new logo
Posted by dr_thug
long time since i posted...but i just couldn't resist...
Posted by hihihans
is it me or my imaginary friend ?
Posted by MrMojo1
Let's Make.Believe that SE will finally bring out some good QUALITY phones at AFFORDABLE prices!
Sorry, but as an SE phone owner many times over, it's easy to make fun of SE as their phones are ... bland and yet still costly, hence their focus on the hign-end phone market!
Perhaps some HUMBLENESS is finally due!
Still waiting for Rachel... X3 which apparently looks like it's delayed until 2010!
Posted by juris15
red logo for developer world?
Video
[ This Message was edited by: juris15 on 2009-09-07 15:22 ]
Posted by goldenface
On 2009-09-06 04:57:32, MrMojo1 wrote:
Still waiting for Rachel... X3 which apparently looks like it's delayed until 2010!
How can it be delayed when we don't even have the orignal release date?
Posted by mariozlp
I think that purple logo is floating around too...
Posted by number2
I think that as most, if not all of us are not new to SE, in that we have all had a fair selection of SE phones, we have all contributed to supporting SE for a good few years, in business, getting people to switch brands is the difficult task, providing you deliver a good enough product from there on, you build brand loyalty and they keep coming back, so coming up with new slogans on a regular basis is an inherent method of attracting new customers, and the more you piss off current customers, with very average quality and support, the more you have to spend on re-inventing your brand on a regular basis. Now im not exactly a Nokia fan, but ive had a good few of them, and im currently looking at an old 6610 that i had from Vodafone around 2002, no wear on the keys, still works fine, no paint wearing off the housing, no dust ingress, must i go on?
I am currently on my 3rd C902, on the past two, the keys have quickly worn, the touch screen has played up, and the software has locked, im not blind to the fact that the C902 is a technologically packed phone, but the bloody basics are as ever, questionable.
As ive said before, i returned my X1 as it was a truly (in my opinion) terrible xperiance, could do better and give them a second chance are not famous marketing quotes, stop paying for this branding and re-branding crap, both my other half and i now use HTC phones, though ive never seen them advertised anywhere in the UK, and when i replace the C902 it will (at this moment) likely be a HTC product. A good solid wellmade product, example the i-phone which i dont own, will create its own market, and as has been shown sell and sell. The initial marketing was and continues to be good, and the product does what it says it will. Its a bloody no brainer!
Posted by carkitter
@Number2
You're right, they need to be device/platform focused rather than marketing/branding focused.
Instead of trying to get consumers to buy into their marketing BS, why not just make gadgets that people see and say 'thats cool, I want that!" Apple have built an empire on just that concept.
Chocolate is recession proof because it makes consumers feel good. I'll bet Apples performance during the recession is down to the same thing. A big lesson there for Sony and
, who really cares about market research testing into 'who is the #1 recognised Communication and Entertainment brand'?
Excite consumers > sell products > make money, is it really rocket science?
Posted by juris15
heres the purple logo
Posted by anonymuser
On 2009-09-10 18:34:33, juris15 wrote:
heres the purple logo
Woo!
TBH, as much as I dislike branding generally, if they're going to tinker with this stuff I think they may as well go to town and come up with something completely new. The funny-green-gloop-in-an-S-shaped-ball was never exactly an iconic design classic, was it? The corporate font isn't the most attractive or timeless thing in the world either. For that matter, the name never exactly tripped off the tongue...
Given that Ericsson are pretty much forgotten now in the consumer space, why not just call it Sony and give it the Sony logo, regardless of who owns it?
Posted by number2
I know ive missed something here, make believe what exactly?
Posted by sunrise_
Posted by snoFlake
Now I belieeeevvvvvvvvve!
Posted by kjao
On 2009-09-10 22:06:26, number2 wrote:
I know ive missed something here, make believe what exactly?
might have something to do with spacehoppers
[ This Message was edited by: kjao on 2009-09-11 09:49 ]
Posted by hihihans
Hihi
hop hop hop
Posted by sale987
WIll aditives are welcome