Relaunch of Sony in Australia

Peter Foster, Murray Shattock

Sony, as a leading brand, needed to set the agenda, not follow it. It needed to demonstrate that it understood the role that technology played in contemporary society.

Relaunch of Sony in Australia

INTRODUCTION

'You guys have achieved in three mouths what normally takes companies five years.'Carl Rose, General Manager, Consumer Products Division, Sony Australia Ltd, January 17th, 1997

When Sony reviewed the results of its latest tracking study it revealed something that had been suspected for some time.

There had been a sea-change in attitudes towards Sony since the introduction of its major relaunch programme in September 1996.

The strategy and indeed the advertising that triggered this change was not without controversy. Like any genuine breakthrough there were pockets of the marketing and advertising...

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