Sony Rebrands Itself, Drops ‘like.no.other’ And Adopts ‘make.believe’

make.believe

At IFA 2009, Sony announced ‘make.believe’ (pronounced: make dot believe), as its new Group-wide brand message, replacing ‘like.no.other’. Symbolizing Sony’s spirit of creativity and innovation, it is the first time Sony has introduced a single overarching brand message for all of its entertainment and electronics businesses around the globe. ‘make.believe’ unites Sony’s communication efforts across electronics, games, movies, music, mobile phones and network services. Sony has stated that ‘Believe’ is the power of inspiration, while ‘make’ is about crafting inspiration into products and experiences for our consumers. The ‘dot’ is the place where they meet.

Last week, CEO/President Howard Stringer announced the ‘make.believe’ slogan and campaigned it internally with a supplementary video, and the reaction has been positive. I feel that this is a good marketing transformation for Sony as they move forward into 2010 with exciting new products and technologies. It’s easy for me to say that Sony’s current offerings are light years beyond what they sold in the past five years, with many products embracing open standards and network connectivity is finally taking center stage. Consumers are now able to believe that they can make anything with Sony products, and not be restricted by closed formats and restrictive DRM.

“As we move to transform Sony and integrate the very best in electronics, entertainment and technology into the homes of our customers, the importance of an all-encompassing and unified brand image is more important than ever,” said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. “In addition to reigniting the innovative spirit of our employees and our products, make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony. It’s a symbol of the new Sony, a truly united Sony.”

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02
Sep 2009
POSTED IN

Corporate, History

DISCUSSION 11 Comments
  • ascariss

    sure slogans are great, but product is more important and this was lacking at the press conference at IFA.

  • http://www.steveweb.eu Steve

    I like it.

    For me Like.No.Other was more about Sony itself: they make products like no other.

    I feel that Make.Believe emphasis both on Sony, using their creativity to make beautiful and technological advanced products and on their customers, who can enrich their multimedia experience with Sony products and services.

  • Anthony

    I never took any notice of “LIKE NO OTHER”, I doubt if “MAKE.BELIEVE” will be any different. In fact I can't imagine anybody I know being influenced by a slogan……………..As for;…………..”make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony”…………. I would prefer some effort being put into a properly organised customer service network to be honest, that would really inspire me.

  • realSONYGuru

    HORRIBLE, SONY board needs to fire whoever is in charge rite now at SONY, everything is going to POT, SONY is not like THE SONY it should be and THE SONY i love, being ultra exclusive, ultra high tech, ultra well made, ultra expensive. WTF is this stupid MAKE.BELIEVE, horrible, like.no.other is about the BEST slogan ever created by anyone in mankind history, despite the similarity to Benz's “unlike any other”,

    think back the Japanese management have created the BEST SONY expenrice witih some of the BEST products and company value, such like “it's a SONY”, and “like.no.other”, under the new management everything is BAD BAD BAD, first they killed Qrio and Qualia, then designed garbages like PSP Go and X1000 walkman only those shitty 2nd tier Korean CE companies would make, now this stupid slogan, someone murder whoever is making these changes!!! I love SONY, but these ppl gotta be to STOPPED before they make it just like any other shitty CE companies such like Samsung, LG and Apple to name a few.

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  • mistermark123

    Good lord, calm down. I think Sony is exclusive enough. Any more exclusive and they'll be exclusively out of business.

  • realSONYGuru

    the very reason made SONY, SONY is being more expensive than most, high end quality, high end material, made in Japan ensures the best reliability, some of the best quality control in the business, the best research and design ppl in the industry, innovated direction and “out of this business“ kinda shocking factor, nowadays, I dont seen ANY of those qualities in SONY products. it was a HUGE mistake killed Qualia and Qrio, and massive mistake changed like.no.other to this stupid make.believe (it`s like SONY doesnt even believe in itself no more, it has to try hard to make other ppl believe, that`s very not Asian, very not Japan, one thing made SONY so special is also this so called Japan Pride). i`d hope SONY will again have ALL Japanese management for the sake of the company`s future and HISTORY.

  • realSONYGuru

    the very reason made SONY, SONY is being more expensive than most, high end quality, high end material, made in Japan ensures the best reliability, some of the best quality control in the business, the best research and design ppl in the industry, innovated direction and “out of this business“ kinda shocking factor, nowadays, I dont seen ANY of those qualities in SONY products. it was a HUGE mistake killed Qualia and Qrio, and massive mistake changed like.no.other to this stupid make.believe (it`s like SONY doesnt even believe in itself no more, it has to try hard to make other ppl believe, that`s very not Asian, very not Japan, one thing made SONY so special is also this so called Japan Pride). i`d hope SONY will again have ALL Japanese management for the sake of the company`s future and HISTORY.

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  • hüseyin şimşek

    http://www.mysonyshop.com 

    Sony Make Belive TURKEY