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 â€˜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.