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.

Quote:
bella0707 said:
aneh deh sony sm se sama gitu taglinenya.. mmm,, pingin cari tau ah proporsi sharenya,, gmn caranya yah.. uweee..

Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001.
Lengkapnya di sini :

Sony Ericsson: Mission

gw suka make.believe-nya SE! grey on white background.

-- Posted from my Mobile phone

And it would be perfect with redish accent below..

Btw kalo satio dgn merah di logo liquidnya ato pureness dgn biru itu jg brarti mewakili kelasnya gak ya? Misal merah utk seri entertainment unlimited, etc

-- Posted from my Mobile phone

Sony Ericsson's space hoppers ads launch Sony's 'make.believe' branding

LONDON - Sony Ericsson, the mobile manufacturer, is using the new Sony group brand tagline 'make.believe' in its ad campaign for its new range of three entertainment phones.

The global campaign by Saatchi & Saatchi, Iris and Dare launches later this month to promote the trio of handsets, Yari, Aino and Satio.

The campaign asks ‘what if dreams could become reality?' and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We're here to make it happen. Make.believe'.

The £8m UK marketing activity will be the first using the make.believe strapline, launched by Sony to bring the various Sony companies and products closer together.

Head of brand Cathy Davies said the make.believe strapline was ‘not just a marketing tagline for Sony Ericsson, but a set of values for the company'.

The campaign will also be the first to highlight the new coloured Sony Ericsson idents, which builds on the standard green Sony Ericsson logo with multiple colours and a ‘swoosh' of liquid colour. (Marketing, 28 July)

The advertising campaign will be launched on the back of initial digital activity on sites such as MSN and Sony Ericsson's own new website encouraging consumers to create their own space hopper.

The digital space hopper campaign asks people to ‘join the invasion' and chose their own space hopper colour and add a face and other details to it.

Sony Ericsson said the digital campaign would act as a flash mob style campaign with space hoppers ‘invading the web'.

The above the line campaign also features the gaming and video content available through the new trio of handsets. The Aino is the first to access Playstation 3 through the mobile handset.

Dan ini logo warna-warninya.

paling bagus logo warna green sama lime !!!
imo
satu hal yg membuat gw tetep pertahanin madonna --> logo green SE
beda ama nokia yg cuma tulisan doang

Yg menarik cuma Orange, IMO

Kata gw blue ma red yg plg bagus....

berarti tinggal purple ma cherry yg belom dipilih
*nolah noleh ke WE dan shaoran*

Me loves the default green liquid identity. The rest just.... makes me kind of sick. Takuya Kawagoi must be so pissed off.

^ setuju om!

pengen yg warna black

-- Posted from my Symbian Device

kyk anak smp baru belajar make fitur hue/saturationnya photoshop. LOL

-- Posted from my SonyEricsson

Jones, you are sure smarter than a five grade.

-- Posted from my Mobile phone