Sony overhauls brand strategy in £100m activity

by Mark Sweney and Ben Carter, Marketing 09-Mar-05, 14:35

Sony Electronics is aiming to revitalise its brand with a EUR150m (£103m) pan-European campaign, introducing the strapline 'Like.no.other'.

The brand strategy is intended to trigger a reversal of fortune for the company, which has seen its brand image slip in recent years following strong competition from rivals such as Samsung and Apple's iPod.

The activity will include a high-profile marketing drive across TV, outdoor and print, which has been masterminded by Sony Europe's senior vice-president for communications, David Patton.

Patton, who was formerly responsible for marketing the flagship PlayStation brand in Europe, was parachuted into Sony's top marketing role almost a year ago to revitalise the brand.

The campaign, which has been developed by Fallon London, marks the end of the 'You make it a Sony' line. The activity is also being used as an internal marketing concept to refocus Sony on its core heritage of quality product development, having lost its lead in several key product areas.

Sony is believed to be planning to roll it out to key markets, including Japan and the US, but not across its Sony Ericsson division and Sony PlayStation operation.