Sony Ericsson realigns brand in next stage of company transformation
(Thomson Reuters ONE) - * Evolves visual identity and brand values as next stage of business transformation * Shifts consumer engagement to digital, viral and social media platforms * Aligns with Sony Group companies under new 'make.believe' brand messageLondon - September 3rd, 2009 - Sony Ericsson today announced the nextstage of its on-going business transformation with the realignment ofits external visual identity and brand values in order to deliver itsvision of becoming the Communication Entertainment brand. The companyalso confirmed its adoption of the newly announced Sony brand message'make.believe' in all consumer communication in order to reinforceits entertainment credentials and collaboration with the Sony Group."Fusing communication and entertainment has been at the core of SonyEricsson's offering since the start of the joint venture.'make.believe' aligns Sony Ericsson with the Sony Group companies andreflects the coming together of communication and entertainment. Byre-aligning our brand and adopting 'make believe' we furtherhighlight our entertainment offering to consumers," said CathyDavies, Head of Brand Strategy at Sony Ericsson."Our ongoing business transformation is laying the foundations forthe new Sony Ericsson. Our re-aligned brand is a vital part of thisstrategy. Combined with a new culture of openness it marks a shift inthe way we plan and build our propositions, as well as how we inviteconsumers to engage with us via digital and social media platforms",said Lennard Hoornik, Head of Marketing at Sony Ericsson.Visually, Sony Ericsson will expand the appeal of its globallyrecognised 'liquid identity' logo by adding seven new colourvariations plus a new a 'liquid energy' flowing from the logo to makeit more playful and visually appealing for the digital arena. Thecompany also aims to adopt a more open and questioning attitude byinviting greater consumer participation in the brand through astronger focus on interactive digital and social media channels.A series of strategic marketing campaigns this autumn will launch therealigned visual identity and showcase the start of make.believe atSony Ericsson, including a 'spark something' viral campaign for thenew Satio, Aino and Yari phones and a global activation campaign asthe official global handset sponsor for the 2010 FIFA World Cup(TM)to capture the passion of football fans around the world.Legal© Sony Ericsson Mobile Communications AB, 2009.The liquid identity and liquid energy are trademarks or registeredtrademarks of Sony Ericsson Mobile Communications AB. " SONY" and"make.believe" are trademarks of Sony Corporation.Ericsson is the trademark or registered trademark ofTelefonaktiebolaget LM Ericsson.Sony Ericsson is a top, global industry player with sales of around97 million phones in 2008. Diversity is one of the core strengths ofthe company, with operations in over 80 countries includingmanufacturing in China and R&D sites in China, Europe, India, Japanand North America. Sony Ericsson was established as a 50:50 jointventure by Sony and Ericsson in October 2001, with global corporatefunctions located in London. For more information about SonyEricsson please visit www.sonyericsson.com.FOR MEDIA INFORMATION PLEASE CONTACT:Sony Ericsson Global Communications & PRMerran Wrigley: +44 208 762 5862General Press: +44 208 762 5858E-mail: press.global(at)SonyEricsson.comProduct images: www.sonyericsson.com/presshttp://hugin.info/133603/R/1339029/319647.pdfThis announcement was originally distributed by Hugin. The issuer is solely responsible for the content of this announcement.
Datum: 03.09.2009 - 16:00 Uhr
Sprache: Deutsch
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