Sony Ericsson’s new brand message

As part of its ongoing business transformation, Sony Ericsson announced the realignment of its external visual identity and brand values to deliver its vision of becoming a Communication Entertainment brand. The company also confirmed its adoption of the newly announced Sony brand message ‘make.believe’ in all consumer communication in the UAE and the region in order to reinforce its entertainment credentials and collaboration with the Sony Group.

Visually, Sony Ericsson will expand the appeal of its globally recognized ‘liquid identity’ logo by adding seven new color variations plus a new  ‘liquid energy’ flowing from the logo to make it more playful and visually appealing for the digital arena.  Through a greater emphasis on interactive digital and social media channels, the company also aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand.

A series of strategic marketing campaigns in the UAE and the world will launch the realigned visual identity and showcase the start of make.believe at Sony Ericsson, including a ‘spark something’ viral campaign for the new Satio, Aino and Yari phones and a global activation campaign as the official global handset sponsor for the 2010 FIFA World Cup to capture the passion of football fans around the world