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Sony Ericsson to Adopt Sony Branding Identity
Sony Ericsson is to revamp its brand identity and move closer to its joint venture parent Sony's own recently revamped 'make.believe' (make dot belive) branding. A series of strategic marketing campaigns this autumn will launch the realigned visual identity, including a viral campaign for the new Satio, Aino and Yari phones.
"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.
Posted to the site on 3rd September 2009