make.believe

[Cherubim1324]

Sony Global - Sony make.believe

Sony Introduces "make.believe"
Unified brand message signifies Sony's spirit of creativity and ability to turn ideas into reality

The following information is true and accurate at the time of publication.

September 03, 2009

Berlin, Germany, September 2, 2009 - Sony Corporation (Sony) today announced "make.believe" (make dot believe), a new Group-wide brand message that unites Sony's communication initiatives across electronics, games, movies, music, mobile phones and network services. The introduction of "make.believe" symbolizes Sony's spirit of creativity and innovation and marks the first time the Company has introduced a unified brand message encompassing both entertainment and electronics.



"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."

"Believe" represents Sony's ideas and ideals - the ability to think, imagine and dream - while "make" signifies the Company's unique ability to turn these ideas into reality. The "dot" is where inspiration meets creativity and creativity meets reality, and symbolizes Sony's role in bringing imagination to reality. "make.believe" will manifest itself through the introduction of breakthrough products, game-changing technologies, compelling new content and new network services that deliver unparalleled user experiences.



Over the coming months, "make.believe" will begin to appear in Sony advertising, promotional materials, sports sponsorship, product packaging, retail outlets, online content and more in a phased roll-out across the globe, beginning with IFA in Berlin and culminating with its North American debut at CES in January 2010.

At a press conference held in Berlin, Germany, Sony also announced examples of how "make.believe" translates into products and services, including the scheduled launch of 3D hardware and content for use in the home from 2010, and the introduction to key European markets of the PlayStation®Network video delivery service, which Sony has already launched in the U.S. market.

Sony's diverse range of businesses extends from electronics hardware including professional and consumer products to entertainment such as movies, music, and games, as well as network services such as PlayStation Network. By aligning all its external communication efforts and delivering a consistent, unified message to consumers, Sony will seek to enhance the strength and reach of its brand across countries and cultures, and continue to change how people experience the world through its full spectrum of products and services.

Once again, Sony has to explain exactly what their slogans mean because (just like their commercials) they make absolutely no blanking sense without it.

[Black_CatXIII]

I got it, though I'm a programmer... and well yeah without getting into the whole "classes" and "fuctions" bit, it makes sense

[Cherubim1324]

Oh, I get what they mean. However, if you were to show that first image to the average electronics/Sony customer, I doubt most would understand its meaning until it was explained and even then some people wouldn't get it.
The point is that Sony has a history of being somewhat (to very) cryptic and not straightforward in their advertising.

[Nails]

you know I didn't catch the programming stuff until you mentioned something Black_CatXIII

[thatjoshguy]

concatenation rox.

but beyond that, who cares if the average joe "gets" it.  the idea behind a slogan, and in this case a logo, is brand identification.  They will advertise with this image/phrase, you'll absorb it and come to recognize it as Sony.  Then, ideally, whenever you hear the words "make believe" you will associate them on some level with Sony.  It works very well, and I'm lovin' it.

...See?  How many people just thought about hamburgers?  Sure that slogan is a lot more direct, but that's not what Sony is about.  Sony has a completely different image and corporate identity.  Sony wants to cater to the elite, or to be perfectly accurate they wish to cater to those that wish to FEEL like the elite.  If you don't "get" their slogan, then they dont' need YOUR kind around.  You probably can't afford all this stuff anyway.  Then again, if you DO have enough money, the slogan IS friendly enough to cater to THAT too!  "MAKE BELIEVE" you're rich and cool and everyone loves you and is impressed by all your swag!

ok, i'm off on a tangent now.

my point is, marketing strategies vary by company for a simple reason: identity.  Sony isn't competing with Microsoft, Apple, or any of those guys... becuase the people that "get" Sony don't buy the other products.  That's what Sony is all about.

[Nails]

that is true, when I worked for circuit city I'd have customers who thats all they wanted. Sony Tvs, sony stereos, sony speakers, sony laptops, sony monitors. not to stereo type but thats all Indians would buy in electronics especially.

[Cherubim1324]

concatenation rox.

but beyond that, who cares if the average joe "gets" it.  the idea behind a slogan, and in this case a logo, is brand identification.  They will advertise with this image/phrase, you'll absorb it and come to recognize it as Sony.  Then, ideally, whenever you hear the words "make believe" you will associate them on some level with Sony.  It works very well, and I'm lovin' it.

...See?  How many people just thought about hamburgers?  Sure that slogan is a lot more direct, but that's not what Sony is about.  Sony has a completely different image and corporate identity.  Sony wants to cater to the elite, or to be perfectly accurate they wish to cater to those that wish to FEEL like the elite.  If you don't "get" their slogan, then they dont' need YOUR kind around.  You probably can't afford all this stuff anyway.  Then again, if you DO have enough money, the slogan IS friendly enough to cater to THAT too!  "MAKE BELIEVE" you're rich and cool and everyone loves you and is impressed by all your swag!

ok, i'm off on a tangent now.

my point is, marketing strategies vary by company for a simple reason: identity.  Sony isn't competing with Microsoft, Apple, or any of those guys... becuase the people that "get" Sony don't buy the other products.  That's what Sony is all about.

I agree with most of what you said and understand all of it. Also, I "get" Sony, but even if I had enough money to buy the company itself I still wouldn't buy their products because I don't care for their crap.
I do agree with you on brand identification. However, when I see creepy babies, rubik's cubes, and eggs, I do not think PS3. Also, I don't think PS3 when I see Asian adult film stars (though it might work in Japan). I imagine it's one of the reasons they finally started showing actual video games, with real gameplay footage, in their commercials...sometimes anyway.
For the company as a whole, that slogan is fine. When they advertise their products though, I would prefer to see the actual product rather than a loony bin disguised as a hotel...unless that is what you are trying to sell me.

A few side notes:
When I hear or see the words "make believe" I will not associate them with Sony for my mind is not that easily warped. That and the fact that I am more likely to associate "make believe" with fairy tales and playland looong before an electronics company.
Actually, I didn't think about hamburgers. In fact, I didn't even catch that until I was over halfway through typing this post because (once again) I'm not a tool.
I don't believe in brand loyalty; I may like Nintendo and I have bought a lot of products at Best Buy, but that doesn't mean I play only Nintendo games and systems nor does it mean I buy all my electronics at Best Buy. I play the games I want to play regardless of system and I shop at the stores that carry the merchandise I want to purchase at prices I can afford.

Who am I to argue though. Hats off to you, Sony (and most other companies), for preying on the lemmings that make up society.

[thatjoshguy]

You got it right.  Not everyone buys into corporate imagery and identities.  Some people buy products because they've done their homework and know what a good product is, or they just really like it.  Obviously any advertisement, no matter how direct, will sway you.  In that case, Sony isn't talking to you

But who am I.  I dont' buy anything, lol.  I'm poor. 

[Cherubim1324]

But who am I.  I dont' buy anything, lol.  I'm poor.  

It's ok; I don't buy much. Lack of a steady income prevents that.

[Drizzt]

I actually like Sony's advertising and their recent Ps3 commercials. They're actually cool, not just the bland, "BUY OUR SHIT ITS AWESOME."   

[Nails]

I actually like Sony's advertising and their recent Ps3 commercials. They're actually cool, not just the bland, "BUY OUR SHIT ITS AWESOME."   

As long as it doesn't have this douche bag I think its ok.