ABOUT

The Challenge
Sony was faced with a mobile brand positioning challenge when they bought Ericsson’s share of their joint mobile venture, because their guidelines for Electronics weren’t helping to differentiate.

The Approach
To take the best of Sony and apply it to mobile, creating a category-specific brand positioning. Working with our eQ insight tools, we conducted research which helped us map the brand landscape and plot a clear path forward. We then created a targeting strategy, supported by product and naming architecture to aid consumer portfolio navigation and product development.

The Solution
A set of mobile-specific marketing communications guidelines that channel equity into Sony through Xperia™; a film that brings the conceptual target audience to life; a portfolio-wide brand architecture and naming strategy; photography, creative and on-going global brand governance.

The Results
At the time our strategy was to focus on Sony’s premium positioning aiming at an older, more affluent and discerning consumer, and Sony Mobile quickly grew to become the world’s third largest player. The business then explored a different approach, but the brand is now returning to this premium positioning and moving back to profitability.

CREDIT – The Sony Xperia Z film advertisement shown here was created by McCann, using the marketing communications guidelines produced by The Gild.