Sony Ericsson repositions its brand

Sony Ericsson has undergone a brand repositioning created internally, and will roll out a new ‘make.believe’ strapline tied to the brand values optimistic, beautiful, playful and energetic.

The mantra, pronounced ‘make-dot-believe’, has also been unveiled as the Sony Group brand message and is intended to unite the phone brand with the parent group.

At a press conference this morning a Sony spokeswoman said that the current logo – created in 2001 – would be ‘freed’ and more colour would be added to it.

Seven colours are to be used in different incarnations of the adapted logo, which will see a ribbon of colour trail from the Sony Ericssson roundel.

A new brand philosophy based around user experience has informed the new sub-brand, Xperia, which the Sony Ericssson design team says has not been designed through ‘trend analysis’, but by ‘intuition’.

The announcement followed the launch of a Sony Ericssson X2 phone yesterday.

Hide Comments (5)Show Comments (5)
  • itai Talmi November 30, -0001 at 12:00 am

    any credit to the agency that did that?
    so…who did that?

  • Natasha Vince November 30, -0001 at 12:00 am

    When will we get a look at it? Launch dates?

  • jez November 30, -0001 at 12:00 am

    I believe the story says it was created internally.

    There is a lot of ‘brand speak’ in there!

    I can’t wait to see the results though.

  • Alina Wheeler November 30, -0001 at 12:00 am

    Congratulations to everyone at Sony who participated in the revitalization of its brand essence–however when can we as consumers–experience it? Has it been launched across marketing channels and key customer touchpoints?

  • Aurélie P. November 30, -0001 at 12:00 am

    I heard the Modo Group took part in building the strategy….

  • Post a comment

Latest articles