14 DAY TRIAL // Mobile phone maker Sony Ericsson unveiled on Thursday new changes in its business towards the already announced Communication Entertainment brand. The transformation process the company is getting will alter both its visual identity and its brand values, including the adoption of the newly presented Sony brand message 'make.believe.'
“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.
Sony Ericsson’s logo has already been rumored to gain a little more color variety, and the company has confirmed that its ‘liquid identity’ logo will soon see seven new colors included in the equation. At the same time, a new ‘liquid energy’ should be spotted, so that the logo becomes more visually appealing, as the maker states. A great focus on interactive digital and social media channels will also emerge, in an attempt from Sony Ericsson to adopt a more open attitude.
“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.
The phone maker plans on promoting its new visual identity through a series of marketing campaigns that will kick off this fall, and which will also focus on the ‘make.believe’ message. The company also plans a viral campaign for its already announced Satio, Aino and Yari handsets, as well as one focused on its presence as an official sponsor for the 2010 FIFA World Cup.