Sony Ericsson revamps brand

Johannesburg, 14 Sept 2009

Sony Ericsson is realigning its visual identity and brand values as the next stage of its ongoing business transformation.

According to Sony Ericsson, this realignment stage is aimed at the company's vision of becoming a communication entertainment brand.

As part of the re-branding exercise, Sony Ericsson says it has adopted the new 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 and the 'make.believe' message aligns Sony Ericsson with the Sony Group companies to reflect the coming together of communication and entertainment,” says Cathy Davies, head of brand strategy at Sony Ericsson.

“By re-aligning our brand and adopting 'make.believe', we further highlight our entertainment offering to consumers,” Davies adds.

Sonja Shear, head of marketing at Sony Ericsson SA, says the company's 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.”

The company aims to expand its 'liquid identity' logo by adding seven new colour variations and a 'liquid energy' design flowing from the logo. This is in an effort to make the image more playful and visually appealing.

According to Shear, Sony Ericsson also aims to create a more open environment for customers to interact with the company, by introducing interactive digital and social media channels.