London
– SonyEricsson will align itself
more closely with 50 percent owner Sony in future marketing campaigns as part
of its plan to realign its cellphone brand worldwide.
The cellphone maker will adopt the recently announced Sony brand message “make.believe” in all of its consumer
communication to reinforce its continuing message of fusing cellphone communications
with entertainment and to reinforce its collaboration with the Sony Group, the
company said.
SonyEricsson “believes that aligning closer to the Sony group of
companies in consumer communications will strengthen the company’s ability to
establish itself as the communications brand in the mobile arena,” a spokesman
told TWICE.
“Fusing communication and entertainment has been at the core of
Sony Ericsson’s offering since the start of the joint venture,” said Cathy
Davies, SonyEricsson head of brand strategy. The “make.believe” brand message “aligns
SonyEricsson with the Sony Group companies and reflects the coming together of
communication and entertainment,” she continued. “By re-aligning our brand and
adopting ‘make.believe,’ we further highlight our entertainment offering to
consumers.”
In other efforts aimed at turning its fortunes around, SonyEricsson
will put a stronger focus on
interactive digital and social media channels in marketing the brand. The
company will also alter its “liquid identity” logo by adding seven new color
variations and showing “liquid energy” flowing from the logo “to make it more
playful and visually appealing for the digital arena,” the company said.
