The handset manufacturer is going to align brand tagline 'make.believe' with all Sony companies to leverage consumer offerings.
Sony Ericsson has announced a brand refresh that will align its marketing message with that of other Sony companies.
The company's new tagline, "make.believe" (pronounced ‘make dot believe'), will be used for all consumer-facing communication from Sony brands including Vaio laptops, televisions, Play Stations, cameras, Sony Music and Sony Pictures.
A new advertising campaign is to launch within the next month, to be focused mainly online using images of cartoon spacehoppers that the company hopes to spread across the internet virally. Viral campaigns will also be used for the new Satio, Aino and Yari phones. There will also be a global campaign around the 2010 FIFA World Cup, of which Sony Ericsson is the official handset sponsor.
Sony Ericsson will take on a new brand with seven new colour variations. The company also wants to encourage greater consumer participation in the brand through a stronger focus on interactive digital and social media channels.
The company hopes the brand refresh and alignment with other Sony brands will see it pitched as an entertainment company to rival Nokia's Ovi and services strategy. It also hopes to turn around ailing profits by boosting consumer loyalty through the new drive.
Sony Ericsson head of brand strategy Cathy Davies said: "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 realigning our brand and adopting ‘make.believe' we further highlight our entertainment offering to consumers."
Sony Ericsson global head of marketing Lennard Hoornik added: "Our ongoing business transformation is laying the foundations for the new Sony Ericsson. Our realigned 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."