Sony Ericsson announced a major
image overhaul today as part of its drive to regain market share at the high end of the
mobile handset market.
The new look will see Sony
Ericsson moving closer to Sony under the umbrella of Sony’s new brand message
‘make.believe’ (make dot believe)
which will be carried on all Sony Group products.
The image overhaul will also include
a revamped Sony Ericsson website and ‘liquid logo’, and massive marketing
campaign to showcase the start of ‘make.believe’ which will
include a ‘spark something’ viral campaign
for the new Satio, Aino and Yari phones due to be launched this
Sony Ericsson also released details
of a new transparent handset today,
known as Pureness, which is aimed at a niche market of twenty-something design
The move reinforces Sony Ericsson’s
bid to regain its status as the market leader in providing innovative, cutting
edge handsets in the face of competition from RIM and Apple.
A major restructuring exercise over
the past 12 months has seen the joint venture cull some of its lower and
mid-range handsets in favour of developing high end products such as the Aino,
Satio and Yari and niche products such as Pureness
‘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.
David Hilton, UK
marketing director said the move positions the company closer to the Sony family
as part of a move to recapture ground at the high end of the market. ‘This is
the third stage of our evolution. We believe we will be the market leader once
again for cool, high end handsets, producing more innovative phones with clearer