Sony Ericsson realigns brand with Sony Group

As a part of its ongoing business transformation, mobile phone manufacturer Sony Ericsson will adopt Sony's brand message. The tagline, make.believe, will be used for all consumer communication to further reinforce the brand's collaboration with its parent group.

The realigned brand strategy will also be rolled out across the company, including packaging, portfolio, retail, marketing communications, customer service, human resources, corporate communication, internal communication and digital.

"Sony Ericsson is already very closely aligned with both parent companies (Sony and Swedish telecommunications company Ericsson) in numerous ways. This development will lead to even closer cooperation and collaboration with the Sony group companies in the area of content and entertainment," Anil Sethi, president, Sony Ericsson India tells afaqs!.

Sethi says that the adopted tagline helps the brand build an emotional connect with people.

The global campaign will focus on India as one of the key regions and will support the launch of Sony Ericsson's new media phones – the Aino, Satio and Yari.

While Aino will connect to Sony's gaming console, Playstation 3, via Remote Play; Satio boasts of a 12.1 megapixel camera; and Yari will facilitate gesture gaming.

The three phones will be launched in the coming weeks, says Sethi.

Apart from the tagline, the brand will also change its 'liquid identity' logo by adding seven new colour variations and the 'liquid' flowing from it.

"Apart from exuding more colour and playfulness, the new logo is emotionally more appealing and better suited to digital communication," says Sethi.

A series of strategic marketing campaigns will be launched over the next few weeks, which will include a 'spark something' viral campaign for the new phones.