If you are watching the FIFA matches, you can’t miss the new SONY ads prominently displayed on the boards near the sidelines. SONY has ditched “like no other” (which was never used on the entire product range) to embrace a new unified brand concept “Make. Believe”.
There is a very elaborate explanation on the website of the concept. The thinking is quite clear and well captured in this quote from the CEO : “SONY is a technology company with an intimate understanding of creative possibilities of content. SONY is a content company with an intuitive grasp of technology. No other company has both”.
It seems the strategy is about positioning the brand as one which empowers consumers to dream, imagine, experience, create (make) great content with the help of Sony’s products and technologies. So far so good.
However, the only strategy the consumer sees is execution and the execution in this case i.e the sign-off line “MAKE. BELIEVE” is just not inspiring and intuitive enough. One can argue that taglines alone don’t make a brand and SAMSUNG has been growing at break-neck speed without a brand tag line ( although the latest one : “Turn on tomorrow” is quite nice). The launch cinema and TV execution (shown below) however is even more ordinary.
SONY as a brand needs as much inspiration as it can find on all fronts- product as well as communication. It desperately needs to regain its salience in the consumers’ minds. It was a leader brand, and now it is not. A series of mis-steps have made it an also ran in the key categories it competes. It no longer dominates the markets and minds, the way it used to 5 years back.
Perhaps an integration of the new strategy with “.like no other” which was a powerful statement of leadership, would have been more interesting. Something like “Create/play/connect/imagine …Like no other” wherein the first word refers to what that particular product range offers.
We need more belief. This is just make believe stuff (pun intended).