There was a time when Sony’s message was true. “Like.no.other” described Sony, but not any more as its products are less innovative and more evolutionary. But we’re glad to see Sony move past the old mantra. Now, for the first time, Sony has adopted one message across all its markets: make.believe. So we will.
We’ll make believe that Sony’s products aren’t overpriced. And we’ll make believe that Sony is an innovator again and not a slow behemoth of a CE company. Hell, we might even make believe that we own a couple of Sony products.
“As we move to transform Sony and integrate the very best in electronics, entertainment and technology into the homes of our customers, the importance of an all-encompassing and unified brand image is more important than ever,” said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. ”In addition to reigniting the innovative spirit of our employees and our products, make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony.”
Commenting on what this means for Europe, Fujio Nishida, President of Sony Europe said: “The key for us is how ‘make.believe’ translates into compelling products, content and services for the consumer, all aimed at delivering unparalleled user experiences. ‘make.believe’ symbolises the spirit of Sony, which we will continue to bring to life with the unique breadth of Sony’s entertainment expertise.
Yes, that’s right, Mr. Fujio Nishida. We want compelling products, like the Vaio X series, but they need to be available at a compelling price as well.