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...